Marketing your company, or its products or services, can be a stressful job. There is a lot at stake, and every move you make as a marketer is scrutinized by, well, everyone. It’s a natural tendency to want to please everyone and play it safe when it comes to messaging, advertising, web content and anything else used to communicate with your audiences. But the truth is you need to fight that human tendency to be “normal.”
If your brand communication is “normal” that means it’s comfortable. When it’s comfortable, people find it familiar, reassuring them that things are as they envisioned. In this case, unless your brand is already there, it will be hard to grab a new space in the hearts and minds of your audience.
Here’s where your agency can make a difference. Working for your brand, your agency will bring you new ideas, different ideas, ideas that make you feel uncomfortable and nervous. Pay attention to this feeling. When your palms start to sweat when considering if you should run with a new idea from your agency, that’s a sign that they have shifted the thinking to the original, to the unfamiliar. And that is how your brand will get noticed.
Always do the expected thing and no one will care. But do something different, something engaging and extraordinary, and watch people sit up and take notice. That’s what you want for your brand, isn’t it? Getting noticed? Attention? Sales? Growth?
So resist telling your creative shop to do things the same way they’ve always been done. Instead, allow them to deliver the unexpected. Then, relax with your sweaty palms and know that your brand is about to get better.
If you’re ready to feel uncomfortable and get your brand noticed give us a call. We can help you work through those feelings.