In business, we usually begin with a plan. A plan provides the details to our idea. It brings together the strategy, process, people, budget, milestones, price, and deliverables. At the very end is when marketing is considered.
Most of the time marketing is seen as an activity, a to-do list with a deadline to get the message out. It’s generally handed off to a creative team to generate a plan of action and tactics designed to get attention for our products and services. In the past getting attention guaranteed a certain level of conversion. The higher your marketing budget the better the results. Today that is not so, attention does not scale automatically. As consumers, we have become masters at blocking out unwanted messages, even good messages.
What matters today is being believed, not just noticed. You don’t just need a larger distribution list, or higher open rates, or better content. You need a way to change how people feel in the presence of your brand. You don’t begin with how can we get noticed. You begin by being worth noticing.
A marketing plan is just not enough.
What every business needs today is a brand story. Your business is a stage for everyone to see. Successful companies — using products as props and services as the stage — create experiences and tell memorable stories that engage customers in a personal and meaningful way.
Are you ready? Maybe it’s time you start your Brand Story that creates a show worthy of attention and action.