Let's Talk Marketing Strategy

When a company is built with a single-minded purpose and can communicate that "why we do what we do" in a way that makes meaning in the lives of its customers and prospects, magic can happen.

The idea of higher purpose can be a tricky one too. A customer can resonate with the fact that your mission is to bring peace and harmony to the world, but it's just as likely that there's a market hungry to do business with a company that believes bringing beauty to the world through incredibly simple design is why they do what they do.

The key is a thorough understanding and simple and consistent communication of the why. You can't fake this characteristic but you can move your higher purpose front and center in your marketing strategy.

People want to go on journeys they feel are epic in nature. Now this may sound a little far fetched if you're simply building a small law firm focused on small businesses, but every business can inspire.

We can inspire by telling stories, by communicating the why, by standing up for simplicity and by bravely connecting our own purpose in life with that of the business and that of the goals and objectives of our clients.

Leadership, the kind that's drawn from words and deeds, the kind that understands that the best way to get more is to want more for others, is inspirational. Firms that draw commitment from customers and staff give them a way to sign up for something that can allow them to be their best self.

Steve Jobs is cited more often than any other company leader for his ability to inspire through telling stories about the Apple brand. How will you inspire?

JoAnne Funch is owner of GIR-Graphics & Innovative Resources, providing creative marketing solutions to small business owners and non-profits who want to gain visibility off-line or on-line through strategic marketing ideas and consistent branding messages  For free marketing tips visit her website www.girpromotions.com. Or, connect with JoAnne on Facebook, Twitter or LinkedIn