The Importance Of What You Do

It's important.

It’s essential that we not just have a market-orientated approach, solid research, informed STP and an excellent strategy. In addition, you need to establish your organisational values. For example, legacy is what you stand for. Legacy is what defines you when you’re long gone. It’s how you lived, how you acted, what you did to change something, someplace or someone for the better.

Are you clear on what problems you solve?

You must take the time to think about how you want to recognised, what do you want people to know? Why do they care? And how do you help them? These questions sound naive, but regularly, they are not even forgotten, they’re never asked.

When we look at brands, how will yours be remembered? Will it be remembered at all? Where do you fit in the world? And to quote Steve Jobs (recommended watching below) “We need to be clear about what we want them (the market) to know about us.”

Consider what words and feeling come to mind with the following;

  • Apple
  • Patagonia
  • Coca-Cola
  • Nike
  • IKEA
  • McDonald’s

How do you evoke the words you associated with the above, to your company?

Establish your brand and keep on top of it through brand tracking, Awareness x Brand Image and brand management. Do not let it become a commodity – E.g. Sold Out (brand) vs Big Sale (commodity).

  1. Are we clear? We have a clear message, and our different target audiences recognise that message clearly.
  2. Are we relevant? We speak directly to the current situation of our targets and their biggest struggles.
  3. Are we distinct? Are we different from our competitors, and is it evident that we’re the best fit for our targets?
  4. Are we credible? Do our targets trust us and believe that we will deliver on our promises? Are we walking the talk?
  5. Are we visible? Do our target markets see us frequently because we’re showing up in the right places consistently? 
  6. Are we consistent? Do our target markets easily recognise us and know what to expect from us? Or, are we sending mixed messages?

Further reading:

From 2013 – The John F. Kennedy Presidential Library and Museum waned to capitalise on the 50th anniversary of President John F. Kennedy’s death, to celebrate the life of the man, not mark his untimely end. Toward that end, it wants to emphasise the relevance of the president’s legacy in the 21st century. Source: https://digiday.com/media/jfk-lives-stories/

Written by Dan Wilkins