FoM18: 5 things you need to know
“Marketing is about values. This is a very complicated world, a very noisy world. We’re not going to have a chance to get people to remember much about us. No company is. And so we have to be really clear about what we want them to know about us.”
Steve Jobs delivered these very words to employees in 1997 before launching the “Think Different” campaign. Even though these words were spoken 20 years ago, they are just as meaningful today.
The amount of content generated by and about a brand continues to multiply. Each tweet, post, headline and comment can either reinforce a defined brand positioning and narrative to create a stronger connection to stakeholders, or it can generate confusion and add to the noise if the brand lacks focus.
At the center of every content and marketing strategy are two fundamental questions:
- What do you stand for?
- Why does it matter?
Answering these questions begins with understanding your audience and how your brand connects with them on both a rational and an emotional level. A brand that knows the answers to these questions can build and sustain leadership. One that doesn’t know the answers will lack definition because no-one can easily articulate why they are relevant or even exist.
Successful brands have staying power and appeal because they are authentic, they stand for something specific, and they stay true to their mission. For example, nearly 20 years after Apple introduced “Think Different,” the world is doing just that. This simple point of view manifested itself as a call-to-action for a new lifestyle.
Not all businesses will invent a product that revolutionizes an industry, but all businesses have equal opportunity to express their value in meaningful, succinct and impactful ways.
All brands have a story, and that story is more than a boilerplate or a fact sheet. It is a perspective that gives a brand a unique place in the market. Telling it with emotion, perspective and context helps to reveal who you are, why you are different and why customers should care.
As Jobs said, “Be really clear about what we want them to know about us.”