After hitting a legendary music festival this summer, you might be inspired to sing in your car or round up your friends for a night of karaoke so thought I’d refresh this story in time for the festival season. Find your brand’s voice Content marketing strategies are on everyone’s to-do list these days. It’s with good reason, since developing dynamic, unique content is an effective way to reach out to target audiences and promote your organization’s expertise. To build stronger recognition for your brand, a consistent voice, tone and language should be used across all marketing and communications touch points. As a company grows, extends its reach and impact, all brand extensions should share the voice and tone to capture your brand’s unique personality. Once the strategy has been set, it can seem daunting to shape the ideas into stories, but these tips: lessons learned from karaoke sessions, will help to
your purpose is the foundation for business growth Much of the work I do with clients involves reviewing business goals, then mapping out a marketing strategy to help drive those goals forward. Before we get started, it surprises me if the leadership team can’t clearly express the company purpose, vision, and mission. Sometimes, founders bumble along for five minutes and insert explanations. Chances are, if the leadership can’t easily share these foundational concepts, it’s unlikely their employees can. How is company purpose tied to marketing and why should you care? There is growing evidence that it can be a competitive advantage and big reason why some companies thrive while others wilt. My preferred definition of purpose, mission, and vision come from Conscious Capitalism, a book and a movement developed in collaboration with Whole Foods’ co-founder John Mackey: “Purpose refers to the difference you’re trying to make in the world, mission is the core strategy
why a solid company culture bolsters your brand I recently had breakfast with a young professional who decided to hang up a shingle and go out on her own as a writer and content marketer. A millennial with big career goals, she left behind a great job with a director-level position at a well-known brand. The reason: the company was not living up to its brand or the inspirational values it promoted, particularly in how it treated employees. Business owners who want to build a stronger brand that is known and respected with their target audience need to take note. The health of your company culture shows up in how your brand is viewed in the marketplace. If your employees are not buying into the brand promise, chances are your customers won’t either. A company’s brand strengthens when it is consistently represented across all touchpoints, inside and outside of an organization.
Certifying businesses that take on social and environmental problems More and more entrepreneurs are going into business and growing their enterprises with a broader focus than building shareholder returns. Instead, these purpose-driven leaders see the potential for a much broader impact, one that includes society and the environment. “Increasingly there are businesses that want to create value for all their stakeholders, not just their shareholders. These companies are competing not just to be best in the world, but best for the world.” B Lab Founder Andrew Kassoy Certified B Corporations are leading a global movement to redefine success in business. Companies that achieve B Corp certification have agreed to voluntarily meet higher standards of transparency, accountability, and performance. They know that they can stand out in a cluttered marketplace through their higher purpose and a shared vision that businesses can create benefits for all stakeholders; not just shareholders. What’s driving business
Social entrepreneurs create impact beyond the bottom line Sharing economy, food security, social impact, community building, climate resilience – these are topics that I’ve seen trending in my network and into daily conversations. I learned from a visionary, risk-taking entrepreneur that when he heard people talk about a trend at least three times, he had to act on it. Are you an aspiring entrepreneur based in the Sea to Sky who is looking for a way to seize a trend and turn it into a business opportunity? Then attend the 2016 Social Venture Challenge kick off event in Whistler: Doing Good Through Business on Friday, March 18. The essence of the Whistler Centre for Sustainability’s Social Venture Challenge is to get business ideas off the ground, particularly those that provide solutions to social and environmental challenges unique to the Sea to Sky corridor. The Canadian Social Entrepreneurship Foundation describes what
How to summarize your marketing vision into a tool you will use Having a great product or innovative service will help to stand out in a crowded space. Growing your business and becoming an industry leader is the next step. Entrepreneurs often get caught up in the busy-ness of running their business instead of setting time aside to set goals and plan ahead. Marketing might get pushed to the side of the desk or even worse, happen in a haphazard way – dabbling here, spending a bit of time there, not understanding what is generating the best value for their time. This reactive pattern continues, then at year-end, all they have is anecdotal evidence or someone’s gut ideas as to what marketing has achieved for the business that year. Sound familiar? What if you could boil down an entire marketing plan for the year onto one single page? Would you make time