As We Pivot, Is Inspiration-as-brand strategyPoised to Take Off?
Inspiration.
Revelation. Awe. Wonder.
When’s the last time you felt really inspired by something?
An event. A place. A person.
If you’re like me, inspiration doesn’t happen often. And when it does occur, you remember it, right?
Another one of the major “hot topics” my regular LinkedIn readers seemed to really pay attention to in 2020 – plus a chapter in my upcoming new book, The Coming New Impact Economy – “Inspiration” is a powerful brand strategy for companies to tap into if they are in that business! Mainly because it’s, well, memorable.
So, your first trip to Disneyworld in Orlando or maybe that trip a few years ago to the Grand Canyon out west.
Both “inspiring” events, right, and trips or experiences with financial resources assigned to each? Both awe-inspiring and exciting when you visited them.
Another good example I submit to you was global coffee giant Starbucks when they first started out back in the 1980’s and was something that many Americans had just never seen before.
Modeled after the great old coffee halls of Europe – mainly Italy – after founder Howard Schultz found his inspiration there to start Starbucks, the early stores were an adventure to put it mildly.
The trendy hip décor, the baristas, the smells – oooh those fresh ground coffee beans aromas – were heaven especially for the coffee lovers among us. Quite an experience.
And Howard Schultz tried to put a face on this new phenomenon when he exhorted us with “there’s home, there’s the office and then there’s that third place” referring of course to his new baby, Starbucks, with the the green siren beckoning to you by the side of the road as you drove to and from work back then.
Plus, as I remember my first few visits to Starbucks, I’d get a steaming cup of their great new costa rican blend or a latte and just envision the day in front of me. Stare into middle space thinking about a new book I was writing or trip I had planned. You know what I’m talking about, don’t you? I was “inspired”!
Finally, believe it or not, even an organization’s company motto or mission statement can prove to be inspiring.
Take office cleaning giant ServiceMaster. Their mission statement exhorts their employees “to serve”, not just provide a cleaning service, with company Chairman William Pollard remarking that “the soul of people can be enriched by what they do as they serve and work.”
Now how’s that for inspiration? Wow!
Now here are a few business tips to get you thinking about how you might get a brand play on “inspiration” even if you aren't a Starbucks or a ServiceMaster!
Business Tip #1. Get an understanding of how your customers and employees see your company. Gather survey and interview data that reflects others view of your business. Is there an “inspiration” message in there that reflects your company and your services?
Tip 2. Try out some inspiration-themed messaging. See if any inspiration plays resonate when you suggest the value your offerings bring. You might be surprised!
That’s all I have for now.
Until we reconvene.
Ciao.