Business Idol – How to make every 30 second opportunity count
Picture the opening rounds of Australian Idol; thousands of wannabe singers from around the country get 30 seconds to convince three judges that they have the right stuff to continue on in the competition. It is high stakes and enormous pressure. Those 30 seconds might seem like a lifetime when you are standing in front of a television camera, palms sweating, hoping your song impresses the cynical industry professionals. But 30 seconds goes by in a heartbeat when you consider for many, those precious few ticks of the clock determine whether their dreams come true or if they are at the end of the road.
Now picture it is you and your competitors standing before a group of cynical industry professionals and wary consumers. You have 30 seconds to convince them your brand is the one they want to spend their hard earned money on. Is your brand sufficiently streamlined that you can convey your image in such a short amount of time? Can you stand out from the competition and ensure the ‘judges’ pick your company? Will 30 seconds catapult your business into Idol status or plunge you into ‘has-been’ territory with all the other wannabes?
A great brand not only passes the first round of auditions, it continues to impressively reinforce the thing that sets you apart, and enables you to stand out at every point in the customer journey.
Narrow your focus
GPS technology is a wonderful thing that has completely revolutionised our lives. I am typing this article 2000 kilometres from home. My GPS faithfully navigated me here without a hitch but first, the satellites had to know where I was starting from to get me to where I wanted to go.
Like GPS technology, successful branding initiatives must start with a focus on who you are (and just as importantly, who you are not), where you come from, where you want to go, who else needs to know and why they should care.
When a company approaches me for brand-related work (whether that be creating a new identity, a rebrand, building websites or creating a new advertising campaign), it is essential that I first understand what sets them apart from their competitors; the who, what, where, when, how of the business. If you engage any creative talent to design any communication for you, be sure they are asking smart questions. Designers who do not are trying design by guesswork, by what looks pretty; but, like the GPS, guesswork may not get to where you want to go. Some design may get you past the first audition, and the truth is that this is what most agencies are concerned about. But good design is enduring, it is accountable and ultimately will deliver return on investment.
Get out there
You can offer the best product with the best service at the best overall value, but if no one is aware of your company, you will go out of business. Getting your brand across needn’t mean spending a fortune on blanket style advertising. It’s about knowing how to reach your target audience, in a smart and efficient way.
Who is the primary decision maker? What motivates them? Where do they get their product information? What message are they most likely to respond to? Once you know the answers to these questions, you will be efficiently equipped to promote your brand through the appropriate channels that your target audience relies on.