I am one of the most used words in the marketing (and business) language. In the right hands I have clout; I add value to the bottom line and I am an asset to a business. I am in all businesses, big and small, public or private, local or global. Some choose to ignore or neglect me. Those that nurture me, reap the rewards.
I have 5 letters. I can be strong or weak, positive or negative. The best kind of me is both strong and positive. Because when I am in this state my word and value spreads naturally, with ease, with warmth, with meaning.
Sadly, I am often misunderstood. Some people refer to me as my visual cousin. My visual cousin and I are good friends, we work in harmony. It’s not their fault if they disregard me over my visual cousin, they have yet to learn about my power. People who really understand me will know that it’s ‘how’ I make people feel. That’s the essential bit. It’s all about the emotion with me, that’s what makes me powerful.
If I were to sit on a couch with Graham Norton or Jonathan Ross (I would be happy to be interviewed by either – I would not feel exposed or a need to be protected from their line of questioning). I would be consistent in my answers. Consistency is important to me. Don’t get me wrong consistent doesn’t mean boring. I just find being consistent helps people to ‘get me’ – they know what to expect. My personality is expressed in many ways and one thing that remains consistent is that my personality is always a true reflection of the real me.
I behave in line with who I am. I also have the power to influence people’s behaviour. Now that’s where it gets interesting. I can launch products, create a buzz on social media, lend my good name to sister products, change people’s perceptions, make people smile, turn people into advocates. I have a lot in my locker.
I have allies in all that deliver me. It’s a fact that companies who align their team behind me have more success. Companies who invest in making me unique are also successful. And companies who understand my real value will always be successful.
On the other hand, companies who don’t understand the concept of me can meander or lose their way. They can find it hard to differentiate, or gain repeat business. They may also lose business to their competitors more easily, whilst spending too much on advertising and marketing. If only they understood me more, their world would be much different.
So what makes ‘me’ me?
I am visible – I don’t want to blend in or be the same as everyone else. I am different, unique.
I am real – People connect with me because they put their trust me, they believe me.
I am relevant – I am most powerful when I make a connection with people’s lives, with their needs and desires.
I am captivating, fascinating, enthralling – I am a true reflection of what I represent, and I do all I can to ensure that people are drawn to me.
Who am I? Send your answer to hello@happy-creative.co.uk, post if on our Facebook page (Happy Creative) or on Twitter (@Happy_Creative).
Karen Lambert is an experienced strategic marketer and Managing Director at Happy Creative, a full service marketing agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
