Fireside. Brand. Storytelling.
Since I’ve launched my new business, I’ve had more than one puzzled look thrown at me when I’ve said my company name, and received a handful of “So, what do you do?” kind of questions. These come mainly from people who didn’t know what I did before, but thought that ‘Director of Marketing and Communications’ at a University was a sufficiently impressive enough sounding title, and a real job. Now that I’m out on my own, they need more.
“I help businesses tell their brand story,” I say. I realize that this response is somewhat redundant, and intentionally vague. It’s a test really, to see if they actually care, or if they’re satisfied enough to move on. To my surprise, almost all of them (so far) have rejected my feint, and not given up so easily.
“Well I know that,” they say, “but what do you actually DO for them?”
Touché.
The answer is not as simple as all that, of course, but I’ll try to reel it in for those of you looking to move on to other things, if you haven’t already.
Do what you love (and what you’re good at)
I write. I come up with ideas. I make people laugh. I generate names, tagline, and campaign slogans (or at least that’s what I’d call them if this were the 1960s, and I was on an episode of Mad Men). I think. I create. I develop creative campaign ideas. I resonate. And I do all of it so that the brands that I do it for can carve out a niche in whatever ultra-competitive landscape they operate in.
Chances are that if I’ve lost you somewhere along the way (you’re not alone…my wife checked out after paragraph 3), you’re not in the market for what I’m selling. But you may know someone who is, so I’ll humour you with an example.
You own a golf course (I know you don’t own a golf course, but for the sake of illustration bear with me). You know your course inside and out, and believe in your heart that it is better than most of your competitors, but you can’t quite figure out why people choose to lose their balls and lie about their scores elsewhere. Your extensive renovations have created a golf experience that provides great value, but you haven’t managed to generate the business you were expecting. Why not?
There are many potential reasons, but here’s where I’d start:
Perception is everything
What are people saying about your course? What are you saying about it? What does your website look like? Are you on social media? Are you paying for advertising, and if so, what, where, and do you know what your return is on that investment? What do you know about the kind of golfer you want to attract? Finally, how are you going to change the way that those golfers think about your course, and compel them to play there? How will you translate that one round into ten more from them and their golfing buddies, through positive word of mouth about their experience, and higher engagement with your brand?
You know golf and golf courses, but understanding your target market and how to effectively define your brand at the myriad of consumer touchpoints that exist in the traditional and now digital landscape is beyond your scope of expertise. That’s ok. The first step is admitting you have a problem. The next step is getting help.
Why do I do it?
I created Fireside Brand Storytelling because I love to tell stories. I like to see the way that others react to them, and labour over the details so that they come together to paint a picture that leaves a lasting impression on those who hear it. I love to carefully choose words in order to resonate with a target audience, and I always keep my eye on the prize.
If you have a brand that is in need of some TLC; that could use the attention of an experienced marketing professional who has been developing brand stories for over ten years in print, in store, and online, for some of the world’s biggest brands, then look no further. I can help.
Fireside. Because so many of the great stories are told around the fire, and have been for centuries. Brand. Because every business has one, whether you know it or not (and if you don’t know it, you might be shocked to find out what it is). Storytelling. Because that’s what brands are – a collection of stories that connect with people and make them feel like they’re part of something bigger than a round of golf.
What’s your story, and how are you telling it?
Postscript
The golf course example is for my father-in-law, who lives and breathes the game. I shoot between 100 and 110, depending on how honest I choose to be, and enjoy all 9 of those holes. If I were dependent upon golf to put food on the table, I would have sold the table long ago to pay for some lessons. The moral of the story? Recognize where you need help and don’t be afraid to go and get it. It might cost you money, but if done right, it will make you a good deal more. Talk to you soon.
