“Marketing is about values. It's a complicated and noisy world, and we're not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.”
These were the words of Steve Jobs more than two decades back. If he was referring to the world being noisy then, imagine the noise now
Back then, there was no Facebook, no Instagram, no Youtube. Emails were just picking up and marketers were trying to understand the difference between broadcasting vs communicating. Between then and now, the world internet usage has gone up by more than 1100%, and speaking of digital content, well, let’s not even go there.
It’s a content jungle out there, so dense that we all have very little chance to be heard or stand out.
It’s never been as important as now to be minimalistic in every aspect of our life including our core value proposition.
While the idea of projecting ourselves for multiple things is very lucrative as it creates an imagery of “big” and “diverse” but If we try to position ourselves for too many things at the same time, the chances are, our customers will remember us for none.
If you ask me to remember what does Mailchimp stands for? I will say “send better emails”, if you ask me to remember what does Apple stands for? I will say “creativity and innovation” and if you ask me to remember what does Shopify stand for? I will say, “making businesses online”.
Such is the power of a focused narrative.
Finding that focus is tough but doable. Try it - for your personal brand and the brand that you’re working for.
Before I sign off, a book that I strongly recommend on finding your brand narrative - Building A StroryBrand by Donald Miller.
Cheers,
Kanupriya
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*This post is the first post in a 10-posts series that I have created for Small Businesses, Passion Economy Professionals, and Solopreneurs to help them in their Product Marketing Journey. If you liked it and would like to read the second post, you may find it here.
*Know more about ‘Connecting The Dots’ here. If this post was worth your time, may I request you to help me spread the word by sharing this post? It would mean a lot to me.
Looking forward to connecting the dots together :).