When I get the call to meet with an entrepreneur, CEO or marketing manager to create a brand film, we normally meet for either breakfast or lunch.
Once all the small talk is out of the way, I see their eyes just light up. They are eager to know my thoughts around one thing and one thing only: how can I engage with my market/followers and have an emotional impact on them?
The very first thing I do is smile, sit back and ask a million questions.
I notice they get fired up, talking nothing but of their business. However, the common mistake most people make is that they are focused on expanding into different product lines: the features, benefits and data. That’s when it becomes clear that they are trying to build a business and not a brand. This leaves them vulnerable to their competitors because they are just another “me too business”.
Building a brand is harder and tougher but is definitely worth it.
Let me give you an example: Instagram, the social media app, took 18 months to create by two entrepreneurs with a narrow focus. They weren’t generating any revenue for those 18 months until Facebook bought it from them for 1 billion dollars. That’s because Facebook understand the power of branding.
So how do you build a killer brand?
Well, I don’t have a magic answer but I feel it’s about owning the buying words in the consumer’s mind.
I believe you do this by narrowing down and focusing on a concept delivered through stories, and a lot of them.
Over time, as long as you show up regularly and to the right people, you will start to build a brand.
TELL LOTS OF STORIES AROUND A NARROW CONCEPT.
I’ve thought about this over the last couple of weeks and it’s the leading companies who are utilising this concept so well. When I think of computers I think of Apple, when I think about getting to another destination I think of Uber, when I think about booking a hotel I think of Airbnb.
You see, these brands in one way or another have done a great job in attaching the key branding words in my mind.
Another example is me, I’m a filmmaker. I could focus on fashion, porn or comedy but I don’t.
I’m focused on Humanizing brands and narrowing their connection with audiences. When you think of connection marketing, I want you to think of me.
As humans, our brains are hardwired to transcode information into stories. We use them to find meaning in the world.
We see ourselves in them and the stories we hear and tell become personal to us.
So the effort should be narrowing down a concept to achieve owning the buying words in the heart and mind of your consumers.
To do this tell lots of stories around a narrow concept.
Michael Hanson , Founder & Creative Director - Humanize You