The phrase has become iconic, and even those who have never caught an episode are familiar with it: ‘Winter… is coming!’
Many viewers have a love-hate relationship with Game of Thrones. It is impeccably well made, and, as the most expensive television show ever produced per episode, visually stunning.
Yet the level of violence beggars belief. Even if you are not an especially squeamish viewer, the assembly-line massacre of leading characters is perpetually shocking. And therein lies at least part of the reason why the enterprise is so successful.
No, it’s not the gore. It’s the unpredictable nature of each new development. The good guys don’t necessarily win. The bad guys don’t necessarily lose. Upheaval and disruption rock the storyline at every turn, making it one of the least formulaic productions around. You simply don’t know who’s going to prevail and who’s going to perish colourfully, and that keeps fans coming back for more.
So why is it so attractive for a store to defy conventions and, in a sense, ‘betray’ expectations? And can a brand story make use of the same dynamic?
I did not see that coming
In Made to Stick: Why Some Ideas Survive and Others Die, authors Chip and Dan Heath describe the powerful communication technique of ‘breaking people’s guessing machines’.
To make communication genuinely riveting, simply organise the information into a mystery, something in which the recipient can’t tell the outcome in advance. It can be done with something as traditionally dusty as a university lecture. George R.R. Martin certainly did it in a medieval fantasy about warring kingdoms.
It can even be done in a sales pitch. In Adam Grant’s Originals: How Non-Conformists Move the World, Babble founder Rufus Griscom is described giving a completely counterintuitive presentation as part of a sales pitch. He headlined his slide: ‘Five reasons you shouldn’t buy Babble’.
And there was no trick implied. The presentation covered precisely these ideas, and not in an ironic way. He went into detail about the obstacles the company was facing, and described why these hurdles could be a difficulty to investors.
So why did it work (and work it did!)? The answer is two-fold.
Initially, the novelty factor drew attention. How do you not listen to a presentation like that? Secondly, the executives evaluating the presentation were basically being covertly invited to problem-solve.
‘That’s not so bad!’ they would say, psychologically bypassing the ‘should we or shouldn’t we?’ step and going straight into assumptive ownership. They then began discussing ways of overcoming the obstacles. It became a challenge to their abilities.
In all of these cases, the approach has been to break accepted conventions in order to ‘break the guessing machine’ of the audience. The net result is heightened engagement, sustained curiosity and delight upon the reveal of the ‘answer’. When you depart from the accepted formulas of communication, you create cognitive dissonance. The audience (despite themselves, in the case of Thrones viewers who might not like violence), have to know how this will turn out.
Breaking the rules makes you distinctive
Rules can create set expectations. Formulas and accepted approaches do the same.
When you break and betray the rules, the level of anticipation remains high. In communication, surprise is effective and often attractive.
Does your brand ever surprise? Or is it constantly communicating in ways that are so predictable as to be mildly sedating? In your pitches and presentations, does your copy stand out? Or suffer death-by-predictability? What might you accomplish if you tampered with the rules on purpose, in order to up-end expectations? Do you have what it takes to break the human guessing machine? If you do, you just might achieve true brand distinction.
Beyond mere words
The technique of ‘breaking the human guessing machine’ is not just limited to pitches and presentations. Your entire brand tells a story too, and with each new initiative, each new enterprise that it undertakes, it adds to the total tale in the public consciousness.
I contend that brands in South Africa tend to under-utilise the possibilities available to them. In an understandable quest to be taken seriously, they speak the language of ‘dependable business,’ rather than ‘exciting venture.’
A ‘dependable business’ has the narrative of stasis. There is no movement. An ‘exciting venture’ by contrast, speaks in vivid movement and attractive energy. It has purpose, mission and meaning.
The key to actualising this idea is theatre. And to understand the power of theatre in a brand’s narrative, let’s go straight to what must be the greatest example of brand theatre the business landscape has ever seen.
‘Here, hold my space shuttle’
Imagine you owned two organisations. One created space shuttles. The other made electric sports cars. What if you launched one of your cars out of earth’s atmosphere, using your own rockets? What if you then set the car into an orbit around the planet, with a little spaceman mannequin hanging out the side, playing a David Bowie hit as he cruised through eternity? Do you think such a theatrical initiative might just make it into every newspaper on the planet?
In doing just this, Elon Musk led the way. He demonstrated just how far we can depart from stuffy brand narrative to tell an exciting story, a surprising story. … And what will he do next?!
The very fact that we even ask such a question is proof of the concept.
It’s not about big budgets
Naturally, not every business has the budget to tinker with near-earth orbit. But theatre doesn’t have to be expensive. Have you ever dropped by a luxury car dealership, to have your cappuccino served to you with the brand’s logo drawn into the froth? That cost nothing but a little imagination.
Have you seen the number of YouTube views BMW achieved with their ‘drift-mob’ video in Cape Town? It runs into the millions, and growing.
Achieving surprise and telling a distinctive brand story need not be exorbitantly expensive. Kulula sets themselves apart with their inflight announcement. My all-time favourite is still: ‘In the event of an emergency, please put on your own oxygen mask before assisting your child. If you have more than one child, please pick your favourite now.’
This month, what if you challenged yourself to think about the key word ‘surprise’? What could your brand do that is unexpected and delightful, that will have people turning to one another and saying, ‘That was awesome!’, while still remaining true to your mission and vision? In fact, what if you started by looking over your mission statement, and then asked, ‘How could this be done in a way that is publicly surprising?’
Theatre can set you apart. It can make you what US speaker Joe Callaway calls, ‘A Category of One.’ And it only requires that you use a little imagination, then have the courage to be different on purpose. Your goal is simple, emotional impact. Wow factor. Nothing more intellectual than that.
New toys for rule-breakers
There are many other opportunities for rule-breakers to create strategic disruption. You might ask why things have always been done in a certain way. You might carry out an exercise in which you ask what ideal end-usage looks like for your client, then challenge your team to try to achieve that goal, using the phrase, ‘Couldn’t we just …?’ You might even ask insightful questions about what you actually sell, and not what product you believe you’re selling. All of these are useful exercises for the courageous maverick, and all can lead to different forms of productive rule-breaking.
For this month, though, pose yourself this single challenge only: What could we do in our brand narrative that might have a Game of Thrones-level impact?
In our household, that looks like this:
- Douglas: ‘I can’t believe we keep watching this show!’
- Wife: ‘Me neither!’
- Douglas: ‘That was so shocking!’
- Wife: ‘Unbelievable.’
- Douglas: ‘Want to watch the next one?’
- Wife: ‘Absolutely!’
… And that’s what you’re after.
Brush Up On Your Personal Branding To Cement Your Success As An Entrepreneur
Check your life skills ratings in these three key everyday areas to see whether you need to pull back from the edge.
When you run your own business, you are the brand champion and the brand ambassador – in fact, you are the brand. That is why in all the turmoil of start-up or getting a new product launched, you need to spare a moment to step back.
Think about how you are presenting to the world the brand that is so precious to you and that means so much for your future. Your clients certainly want to know and even see evidence that you are deeply committed to your brand. But there is a fine line between living the brand and letting the brand take you over and cloud your better judgement.
This is where personal branding becomes as important as your innovative product solutions or your customer service excellence. Edgy entrepreneur is one thing – but clients might shy away if they think that you have stepped over the edge and are more involved in process than delivery.
Check your life skills ratings in these three key everyday areas to see whether you need to pull back from the edge:
- Time management: Despite traffic problems or transport schedules, getting this right is vital. If you do not make it on time to an initial meeting with a client, this will raise alarm bells. The client’s immediate thought is, “Can I trust this person’s word about delivering on time?” Time is money and not being on time could ultimately cost you money.
- Look the part: If you look tired, dishevelled or have poor hygiene, instead of giving you a high five for pulling an all-nighter trying to troubleshoot a new product, clients might simply think that you do not fit with their corporate culture. Ask yourself if you even fit with your own corporate culture? Is this the way you want to present your brand and your business to the world?
- Clear the decks: You might just get away with your office or workshop looking like a tip where only you know where to find something. But do not let that attitude spill over into the world outside.
That apparently friendly and innocent courtesy of being escorted to your car by your host when you leave the meeting could cover them checking you out. Many business people judge potential service providers or partners by their car – not the brand but what it looks like.
Is it covered in dust and badly in need of a wash? Is it full of the rubbish of several lunches on the road and a muddle of paperwork? It is likely that they will deduce that this is how you run your business and how you would run your business relationship with them. In other words, the state of your car might get you the thumbs up or put an end to what had been a promising negotiation.
You can be how you like, do what you want when you are off duty. But when you are on your own business’s time, you are your own brand and you need to live up to it if you want to make your mark.
5 Things You Can Do To ‘Humanise’ Your Brand
Face it: Consumers don’t automatically trust your brand or anyone else’s. Whaddaya gonna do?
Let’s face it, consumers don’t trust brands. Most people view companies like faceless enemies; they’re just out to make money; they’re just telling us what we want to hear. So, if your company wants to win over more customers, you’ve got to get them to trust you.
In fact, according to PwC’s Global Consumer Insights Survey 2018, more than one in three consumers surveyed ranked “trust in brand” among the top three factors, other than price, influencing their decision to shop at a particular retailer. How do you get consumers to trust your company? You do it by showing them the human side of your brand. That will inspire more trust from consumers and boost your conversions.
To form meaningful relationships with your audience, check out these five ways to humanise your brand.
Show off your funny bone
One easy way is to show off your funny bone. According to researchers from the Turku PET Centre, Oxford and Aalto universities, social laughter leads to an endorphin release in the brain and may promote the establishment of social bonds. So, if laughter can make us feel good and encourage connections between people, you should consider using it to get the same results for your business.
Not a comedian yourself? Don’t worry; you can share popular and funny content that already exists. It’s what Netflix does when the media giant shares funny images from its shows.
Showing your more playful side will help consumers see that you’re not just a business focused on selling a product; you’re a human who can put aside your seriousness and have some fun.
Put your team members in the spotlight
Letting consumers see the people behind the business is a powerful way to humanise your brand. If consumers are looking at just your logo all the time, they might not see your brand as human. So, put your team members in the spotlight.
Shoot some quality photos of your staff members and display them on your website and your social media platforms. You don’t need to hire a professional photographer; iPhones today can take some pretty stunning shots. You might even share your employee of the month and include a story about what makes that staffer so great. Seeing the amazing people “behind the curtain” will help consumers put a face to the brand name.
Share user-generated content
Sharing user-generated content works to humanise your brand in two ways: First, it’s exciting and flattering to the user who gets his or her photo featured on your website or social media feed. Second, it shows other consumers that you have great relationships with their peers and that those people already enjoy your products.
Instead of being asked to blindly trust a company’s claims, consumers will see real-life people falling in love with your products, which will promote trust in your brand. Example? Airbnb does user-generated content well by sharing with its followers the amazing experiences its customers are having around the world.
If you don’t have any user-generated content, ask your customers for it. Do this in an email marketing campaign; add it to your branded packages for shipping; or create a post on social media encouraging users to take a photo of/with your product and share it in combination with a unique, branded hashtag.
Tell authentic stories
Don’t spend all your time online just talking about how great your company is; humanise your brand by telling authentic stories. Sharing real stories about your failures, hardships and lessons that you’ve learned will help customers better relate and sympathise with you. According to Psychological Science, research suggests that shared pain may have positive social consequences; shared pain acts as a “social glue” to promote solidarity and togetherness between groups.
So, tell your target audience members stories that they can relate to, instead of simply presenting your brand as perfect. You could even share stories of your customers who previously struggled but then achieved success with help from your company/product. This will not only humanise your brand, but boost sales too.
Show appreciation for your customers
Letting your customers know that you care about and appreciate them is one of the best ways to humanise your brand. So, show appreciation for your best customers by sending them company swag or offering special discounts with a personalised message.
Buffer thanked one of its stand-out customers with not only company swag, but a personalised gift. I’m sure that those customers then became lifelong fans.
Not every company can afford to send out swag to all of their best customers, but sending a gift to just a few of your rockstar fans can go a long way. For a less costly strategy, show appreciation to new customers by simply sending a welcome/thank you email. Not only will such appreciation for your customers humanise your brand, it’ll turn those customers into brand ambassadors.
Over to you
Be prepared for your business to have a lot more die-hard customers. With these tips for humanising your brand, consumers will be able to connect with your business, relate to you on a deeper level and want to have a relationship with your company for the long term.
This article was originally posted here on Entrepreneur.com.
How A Strong Brand Protects Your Business
Brand enthusiasts are welcome to follow Kyle Rolfe’s latest thoughts on brand building in South Africa and his analysis on relevant global trends and issues via Twitter @kylerolfeSA.
It is all too easy for small businesses to become victims of intellectual property theft and seeing their products and services copied by unscrupulous competitors. A clear case in point is that of Woolworths, which was recently accused of copying a baby carrier made by Ubuntu Baba, having a cheaper version made in China and selling it as its own in-house product.
Woolworths eventually apologised and withdrew its product, after Cape Town entrepreneur Shannon McLaughlin exposed similarities between the retailer’s baby carrier and that made by her company, Ubuntu Baba.
Small business owners can protect themselves from having their products or services copied by developing a strong and unique brand.
Brand uniqueness and an authentically developed product will give you a level of protection in the market, as it will be more difficult for a competitor to copy your offering.
What small business owners should avoid is the “white label solution”. This is taking any product, even one manufactured overseas, and putting your own branding and packaging on it and reselling it as your own.
There is nothing stopping your competitor from sourcing that same product and putting their branding on it and selling it as their own. In this case, as a small business owner, you would have no recourse.
Ubuntu Baba’s unique brand and authentically developed product, designed and manufactured locally, is what helped the small business successfully take on a giant retailer like Woolworths. They didn’t simply take someone else’s product and rebrand it as their own, they actually designed and built their own product.
A unique brand and product will position you as more than just a reseller and will give you a certain level of strength and protection in the market. It allows clients to differentiate you from your competitors and can also positively affect their purchasing decisions, directly impacting your profitability.
Effective branding, that is well defined and distinct, will not only help build your reputation, but it will also make you stand out from the competition.
Ultimately, your brand is your business identity. It is the image that you show to your client, making it one of your company’s most valuable assets. Effective branding portrays a company’s values and attracts the right client.
A strong brand identity also has the benefit of making your company appear bigger and stronger than your competition and consumers are generally attracted to well-established companies. So, ask yourself whether your branding conveys professionalism, reliability and trust.
Company Posts2 weeks ago
Changing The Shape Of What’s Possible
Entrepreneur Today7 days ago
3 Stealthy Tax Hikes Payroll Managers And Employees Need To Take Note Of
Snapshots2 weeks ago
Alan Knott-Craig On Learning To Overcome Your Fears And Building Successful Businesses
Entrepreneur Today2 weeks ago
How SMEs Can Stand Out From The Crowd
Entrepreneur Today1 week ago
SMEs: Staying On The Right Side Of The Taxman
Entrepreneur Today1 week ago
4 Dangers Of Business Under-insurance
Entrepreneur Today2 weeks ago
Inspiring A New Generation Of Learning – Education As A Basic Human Right
Company Posts2 days ago
Executive Education Geared For Industry 4.0