How lucky we are that consumers are now proactively consuming based on values that go beyond the product features and pricing. The relationship they establish with a brand is based more and more on peer reviews and in support of a company’s values. I remember Thane asking me to evaluate myself based on a map of my tasks. I had to rate each of them by “I like,” “I dislike,” “I’m good at ,” ” I’m not good at.” I learned a lot about myself through this exercise – where I wanted to go and where I could go or couldn’t… I invite you to try it ☺
I’m starting to think that this “emotional/rational” mapping of values could be a great tool in understanding your company’s DNA. Differentiating ourselves from the competition is very difficult and can cost a lot if you don’t really embrace a singular direction. You direction or your story is what differentiates you. It is what makes you unique. It is what makes you appealing. It is what makes you talk-worthy; it gives your consumers reasons to talk about you with their peers.
Give it a try. What does your brand like and dislike? What are you good at and what are you not good at? Understand who you are and build your personality and your messaging around it. If you want people to talk about you at dinner time on a Saturday night you’d better give them the tools to make it happen. By expressing and standing by WHO you are and WHAT you believe in (or don’t believe in) you make a statement. A statement that can gather tribes around you. That UNIQUE statement will make you shine and make you stand out from the competition.
Post by Isabelle Quevilly, Jul 8th
En effet c’est un exercice très intéressant:)