Life in a digital marketing agency gives me the opportunity to see how a lot of different businesses are approaching their marketing. Altogether, it feels sometimes like they are stuck in a Mad Men time warp where the decisions about why their company is awesome are completely divorced from who they really are as a company.
They seem to be at a loss at why they are special, or what makes them different. And they are only focused on the product. So listen up businesses and marketing departments! People like feeling connected to the companies they are supporting/spending money with. One client of mine has a boutique where he sells unique items, and he has a story behind many of them - get it out there digitally and that's a win. I had another client that had a data center, and their marketing department had no idea of the odd-ball, top notch tech team they had actually doing the work that made the company money. Therefore, they couldn't convert their true flavor into their website and marketing. Tech nerds love talking to tech nerds, but they couldn't figure that out and their marketing floundered. These nuances are what make companies different from one another. These little quirks are something to be fostered, and embraced in the corporate culture. They give a company the extra bit that makes them irreplaceable for their customer base. So anyone who is working on branding themselves in the digital space would do well to understand the pulse of their company first. What is the flavor of the company? What do you stand for? How are you always helping your customer while setting yourself apart? What do you really value? Warning - if it's really just about bottom lines and gross margins... you're going to have a really tough time.
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