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Branding InformationMagnetic Stigmatisation
- How to Attract vs. Acquire Customers
by:
Phillip Davis
What does a institution brand magnetic -- one that seems to effortlessly attract customers, revenue, media attention and employees alike? It only requires a look at nature itself to learn the answers. Invisible forces such as magnetism and gravity have a constant influence on our lives. They govern us without our awareness of their presence. Their enegies are not explicit and go mostly unnoticed, yet they govern so more of what we do.
Just as in science, magnetic companies and brands are ones that are aligned and “pulling” in the same direction. Magnetism works once
electrons are charged and line up in the same direction. In more the same way, once
businesses are charged behind a unified and coherent message, employees and customers alike wish begin to align themselves to that vision. The target client is no longer a “target”, since they begin to find you. The emphasis slowly shifts from atrificially capturing customers to naturally attracting them.
Magnetism then comes from a distilled and powerful sense of purpose. This intention revirberates throughout the organization and intuitvely instructs the organization’s members to act and behave in route that promote this vision. The cost of top down driven, internal electronic messaging is greatly reduced. The process becomes more natural, more fluid and instinctive.
So is this intention the same as a mission statement or brand strategy?
Yes and no. Most mission statements are written in boardrooms and sit in good plaques on the walls. Intention is thing
that comes from the heart, and it of necessity
to move from the heart of top management. Again, this is simply about alignment, and if top management is all simply about maximising the bottom line, it cannot create a magnetic institution whose mission statement expounds the virtues of altruistic, self sacrificing service. It simply won’t vibrate, resonate and ultimately attract the desired customer. So you can likewise say magnetic companies are genuine in nature. Their values are consistant at all levels of the organization. Profit then becomes a natural byproduct of doing what the institution believes in, whether it’s delivering on price, quality or service.
How does a institution find its purpose? It’s already there, waiting to be acknowledged and promoted. For example, many an owners I’ve dealt with felt ardent simply about their quality, but likewise felt compelled and pressured to vie based on price. They are brainwashed by their sales force or else outside influences to believe they can only vie by commercialism for less. Once
these institution presidents/owners begin to realize there is an audience that doesn’t buy on cost alone, they become emboldend and that energy translates throughout the company- enegizing everyone. Presently
“the talk” is simply about product quality and innovatioins, new customers appear and old (time consuming, complaining, incongruent) ones begin to leave. The company, the brand, the image, begin to align and “pull” in a quiet but powerful way.
An Specialist came to me years ago, desparte to create an pictures of speedy service, to combat the one hour vision centers that were esurient the market. Once
I asked him how long it took him to provide the service, his reply was “one week, but I think I can get it down to three days”. Causal agency looking for glasses in one hour is not going to be excited
with waiting three days. So I designed a campaign with a headline that see “We take time.” It went on to extoll the vital role of vison in our lives and why it’s important to wait to do sure an lens system prescription is done right by a professional. The doctor felt I had altogether uncomprehensible
his point, but he trusty
my judgement and ran the campaign. The phone began to ring and one lady same
“I haven’t had my prescription filled because I was waiting to find causal agency who took more than one hour to ‘grind’ my glasses”. He has run the ad for over 15 years and “taking the time” has now become his position in the market. His revenue, share and bottom line all augmented once
he became comfortable and congruent with who he was and what he did best- regardless of the market.
Transforming a institution or brand from mediocre to magnetic requires focusing
on the passion that created it and orienting
all else about it. Rather than chasing the market, the market wish find you. And that does work, and life in general, more much attractive.
Simply simply about the Author
Phil’s life goal of “creating environments wherever
folk thrive” reflects his desire to assist in some
personal and corporate growth. With 18 years experience as the president and owner of a full service advertising and stigmatisation
firm, Phil posseses a marketing "sixth sense" that has helped launch some national and net
companies. Phil resides with better half Michelle and four energetic offspring outside Asheville, North Carolina.
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