There’s something mesmerizing about a Sticky Brand. Just look at brands like TikTok, Peloton, or Tesla. There’s a buzz about them.
Tesla’s stock surged 695% in 2020, and Elon Musk became the world’s richest man in January. Tesla’s brand is on fire! ????????????
An energized brand is an exciting brand. People see the success and they are intrigued. They want to work for them. They want to invest with them. They want to buy from them.
But where does that energy come from?
It’s internal. There is a fire that burns from within that drives an organization to innovate, challenge the giants of their industry, and grow their brand. And it’s deep. It comes from their purpose.
Tesla, for example, isn’t about selling electric cars. Tesla’s mission is to accelerate the world’s transition to sustainable energy. This frees them up to innovate in batteries, manufacturing, autonomous driving vehicles, and a host of other innovations that traditional car manufacturers would never consider — let alone associate with their electric vehicles.
This energy is very potent. It differentiates your business, because your team behaves differently from the competition. They are bolder, more proactive, and more action-oriented. And this makes your company appear bigger, more innovative, more attractive, and more desirable.
Brand energy may be the most powerful differentiating force!
David Aaker writes in Brand Relevance, “Whether you make hot dogs or market insurance, it is hard to conceive of new offerings that are going to energize the marketplace. So the need is to look beyond the offerings for ways to make the brand interesting, involving, dynamic, enthusiastic, and even a topic of conversation.”
One of the best ways for small- and mid-sized companies to energize their brands is in your marketing: Punch above your weight class.
The timing has never been better for building and scaling customer relationships. We live in the golden age of marketing. You have more opportunities than ever before to connect with your customers and energize your brand: TikTok, LinkedIn, Instagram, Facebook, email, Google Adwords, YouTube, you name it.
The choices are plentiful and the potential is immense.
The best way to market your brand is to play to your company’s strengths. I am willing to bet there are people on your team with talent(s) you can tap into:
- If you have great writers, write — blog, social media, email, ebooks, and content.
- If you have great speakers, produce videos or a podcast. Videos are the most engaging and viral content on social media.
- If you have people great at data and analytics, do Adwords. You win at advertising with analytics.
You get the idea. Do whatever your firm can do well, and then pump up the volume to 11!
By increasing your marketing — or at least out marketing your competitors — you will energize your brand and drive new sales growth.
Need Help With Your Marketing?
If you’d like to discover how Sticky Branding can help you, let’s chat. Here’s a link to my calendar.