Episode 070 Sponsor
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The Goods From Roy Osing
Top 3 Takeaways From This Value-Packed Conversation
- Brands need to go the extra mile to express why people should do business with them and declare their differences versus the competition in a way that isn’t aspirational, but impactful
- People do not relate to aspirations, despite how they provide a temporary good feeling. Therefore, building your brand statement in an aspirational fashion will only go so far
- Your “Only Statement” (and your brand statement) needs to address what your customers care about. Not what they need, but what they care about
4:16 – Roy takes us on a trip down his professional path and shares some of his most rewarding experiences and which philosophies have fueled his evolution over the years
8:44 – Where brands are missing the mark by just doing the status quo with their marketing approaches and not doing enough to stand out
– Using words like “best,” “better,” “premium,” “most compelling” to describe what you do gets lost because it’s aspirational and self-serving
– Many brand statements do not answer the question, “Why should I buy from you and not your competitor?”
– Brands need to declare their differences and not base those differences on aspirations
– The ONLY Statement – “I am the ONLY one who…” or “We are the ONLY company that…” this is binary and tells consumers that you are the only person/company that does a specific thing. If you make an Only Statement, be sure that you are, indeed, the only one who does it!
14:45 – How has the perception of brand statements and overall brand missions changed over the years?
– You need to express yourself not in terms of how you feel, but in terms of what will make someone do business with you and many companies do not
– People do not relate to aspirations. Aspirations may make you feel good, but they do little else
– People are interested in transformation and “what’s in it for me”
18:11 – What are brands that are doing their brand statements and mission statements well?
22:40 – Unpacking The Only Statement (Rules of The Only)
– You need to test your Only Statement and always consider it a draft
– Test it by asking customers and asking employees
– To test, you need to answer two questions:
– Does the Only Statement address something that our customers care about? Not what they need, but what they care about
– Is the statement true and can we consistently deliver on it?
– If the answer is no to either of those questions, stop and start over!
28:19 – The “ugly sweater” analogy and how it relates to brand building today
31:58 – The role of an influencer in the branding space and the strategy you need to capitalize on to make money on trends and fads
37:48 – Does it make sense to grab hold of a trend to get looks, but not establish any long-term engagement, or reverse engineer things and put more quality content in place for when people DO discover you?
– Fundamentally, marketing today has become lazy because it’s being driven by tactics (trends) instead of originality, creativity, and strategy
– There is a gap between uniqueness and specialness in a lot of marketing approaches today
41:09 – What is audacious leadership and what benefits does this approach bring to the forefront?