Don’t Be Mad If I Don’t
Like Your Peaches
There’s a valid quote by Dita Von Teese that I relate often to brand marketing:
“You can be a juicy ripe peach and there’ll still be someone who doesn’t like peaches.”
This quote by nature is a credo: You may be juicy and delicious to someone but never to everyone.
Same rule applies to business or better yet the business of marketing. Simply put, your brand will not be for everyone. Not everyone is going to buy what you are attempting to sell or be. And that’s actually really good news – the individual tastes and preferences of the public can actually work to your advantage when distinguishing your brand in the midst of a busy market. You don’t need everyone on board to get where you want to go.
Think of the most successful brands on the market, Apple, Tesla, Google, what do they all have in common? They revolutionized the market they were in by being unique. These brands have, and still are, experiencing pitfalls but their unique niche is what propelled them to be the tech giants they are today.
One of my first areas of strategy when working with a client, is defining exactly how their brand/product/service is unique. Most people believe they are the most qualified, or have a superior product or service. Our work begins when we engage the question: How will you communicate that uniqueness to your established market?
Step 1 – Assess your demographic with real data – tight focus on who you are communicating to.
Step 2 – Flesh out your strategy on language and marketing your brand – be unique.
The truth is, high achievers have the courage to lead and build, but it’s very human to want to be like the rest of the pack out of the gate. Don’t be homogenous: use language, brand imagery, and marketing that is unique to your skills or business. The competition is fierce and you have a small window to get your strategy down before executing.
I take clients through this exercise:
Conversations is another word for marketing. Write out the conversations taking place within the industry and more importantly, what they are NOT talking about. Be specific to your demographic. Problem solving is what business does, period. List all problems associated with the industry/demographic that your business would be the solution for. Here’s an example:
Example for a Tax Filing entity whose demographic is small business:
Conversations: “There’s so many where do I start to look”. “I don’t need someone to help me file.” “I may owe money.” “It’s too expensive.” “Will they know all the business deductions I can take?”
Problems for the demographic: forms/paperwork are confusing, they need refund quickly, they don’t have money if they owe, trust, little or no organization.
When you begin to address how you solve problems for a demographic, you are on your way to successful marketing campaigns that will connect and resonate with your audience and bring revenue or success to your brand.
Simply put, you are not like everyone else, so don’t market that way. Be uniquely you and find a way to communicate that – find the people who like peaches.