The Key To Building Transcendent Brands
Author: Nate DuBois, Legend Initiative CEO
Do you know the problem in business right now, there are just too many businesses?
If you haven’t noticed, people’s attention span is at an all-time low and with hundreds of businesses saturating the market a day, the consumer’s interest in a brand vanishes faster than footprints in the sand. So, how do we prevent our businesses from becoming just another fish in the industrial sea? How do we make our brand resonate with audiences? It’s simple (kind of), we need to create more moments in time.
Embrace the Experience
In order moments that resonate, we need to go beyond just selling a product or service. Instead, we need to offer experiences that leave lasting impressions. For example, Ghostbusters’ Marshmallow Man’s Rampage at Waterloo Station.
The people of London woke up one day and realized the Marshmallow Man was emerging through the concourse floor of Waterloo Station. This was a great tactic to build awareness for the new movie but let’s talk about what a ticket vendor did to take advantage of Ghostbusters’ marketing ploy.
Our #ghostbusterswaterloo booth is now open from 8am to 8pm - for all your #Ghostbusters goodies! pic.twitter.com/ikJdMnxcvH
Forbidden Planet ran a pop-up shop at Waterloo Station to leverage the increased traffic. Built to look like a New York subway station, the shop allowed people to get movie tickets, souvenirs, and unique photo opportunities. Paired with the hashtag #ghostbusterswaterloo the stunt quickly became a hit on Instagram.
If you need another example of creating an unforgettable experience look no further than the Adidas’ 2013 ‘D Rose Jump Store’. Derrick Rose, Chicago Bulls Superstar, attended an Adidas pop-up shop to challenge fans to win a pair of free trainers by grabbing them off a shelf 10 feet in the air. Adidas fan or not you have to admit this campaign was a great way to build their brand presence.
The Little Things
Not every business has the funds to create an extravagant event like the ones we listed above and that’s fine. Something as small and thoughtful as a handwritten note or email can make all the difference in differentiating yourself from competitors. In Jeff Pedowitz’s article “Small Customer Gestures Can Have A Big Business Impact” he says.
While the vast majority of companies remain hyper-focused on sales and revenue targets, the most successful ones have centered their business around building and maintaining authentic relationships with their customers. Like all relationships, it requires ongoing commitment, investment, and effort. And, as many are learning, sometimes the smallest gestures have the biggest impact.
A clothing brand that does this and that I highly recommend you check out is WrldInVsn (World in Vision). With every delivery, there is a card that provides a little motivation to pair with your purchase. When I first bought a shirt from the brand I was surprised to see the box was accompanied by a handwritten note with the words “Keep going, even if no one else sees the vision.” As a 22-year-old just starting a business, those words resonated with me and gave me a reason, outside of the product itself, to want to buy more of their clothes.
That small gesture mattered. The small things that a company does MATTER. By intentionally crafting meaningful moments for the client a company shows them they’re a part of a community and see value in them.
Go Beyond
Beyond the trends and the gimmicks, great brands give the audience experiences and memories that last forever. There’s a saying that goes, “Life is not measured by the number of breaths we take but by the moments that take our breath away.” So as entrepreneurs or creators, it is our job to keep striving to create those moments for our clients because it is in those moments that we truly build a brand that transcends.
