Last week, I had a refresher’s course in Disrupting Branding and Marketing to feed my thoughts with new perspectives. I couldn’t help but share what I’ve learned. I had to re-evaluate my tactics and take a step back. Learning never stops and I’m glad I attended the event with much gusto.
Disruptive Branding, is this another term coined by another marketer? Truth to be told, a marketer should be leaders of coining new words to make an impact. Looking at the dictionary – Disruptive, have two polar opposite definition:
- Troublesome, unruly, badly behaved and undisciplined, or,
- Innovative and groundbreaking.
Keeping those definitions in mind, I was reminded on failed ventures I’ve tried (and what worked) to which I learned so much in my everyday practice. As a marketer, you’d have to be entrepreneurial and put yourself in the position the entrepreneur.
There’s no sense in building brands just the heck of not unless you purposely just want to spend your time conceptualising, putting components together for a wireframe, sourcing and the entire jazz just because. And, yes, sometime not too long ago, I have gone through this phase.
In order to successfully build an iconic brand, you’d have to stay away from the clutter. Be a newcomer who embraces and introduces a new normal. Think as an authority, not just another competitor. Being in the neutral state or in-between of things won’t make you and your brand float in abyss but it may rather set you up closer to failure and wasting precious efforts, time and money.
Create a Movement
As much as you have the entrepreneurial mindset, you’d always have to have the cause in mind – about 60% of it next to content and community of both 20% of the 100% mindset design equation.
If it frustrates you so much, do something about it and be the solution. Solve a problem and put it on top of your priority. The art of sub-communication will follow through – you’ll eat, breathe, sleep and wake-up wanting to solve the pain.
There must be a better way and an easier way to make this entire process simple!
People can read your intention first over the words you say. When you’re as genuinely authentic and mean so much to be the solution to be the value-added and the cure to pain, it’ll show. It shows.
Be a pioneer and don’t be a maybe. Position yourself or your brand as a new category in a cluttered market. Don’t be an influencer who’d just accept anything free but rather be an authority wherein you make an impact, get endorsed and enthusiastically be talked about.
There is power in an authentic enthusiast.
With the right cause and positioning, as you search endlessly and breathe through your cause – people will walk in and ask for your brand rather than you always knocking on doors to convince them the need to allow you to enter.
Don’t stress much on the aesthetics, focus on what makes it an answer, a solution, a value-added brand that magnifies heaven made on earth.