Recently someone share with me what they thought ratchet was all about – and for the most part they were spot on. But the analogy that was used to describe the work really struck a chord:
Message is to a brand what location is to real estate.
Indeed, it is that important. People don’t make real estate investments without carefully weighing all the issues of location and, for a business, audience. Yet for some reason many brands jump headlong into identity work, marketing, sales, further product development, and even social media, without giving much thought to developing a concrete and easily understood message.
Building stuff and focusing time on brand design, marketing, advertising, creative and the potential of social engagement – these are the shiny new things that many of us get excited about. This is the fun and sexy stuff, and we would agree. But there is a caveat.
Among all this creativity, our job is to pause and ask: What will you say? Why should anyone care? This is creative work. It is a critical part of the creative process.
Shiny things have the potential to blind us from the proven and somewhat pedestrian ways of success – which starts by articulating the why, the how, and the what.
Not many people get excited about words on a page. But words do matter. When chosen judiciously and with intention, their impact can be far-reaching. Messages give rationale to our purpose for being and why others should take notice. Stories, which are examples of our messages in action, have the power to connect, ignite, transform, inspire and best of all – linger. The greatest stories are timeless and shared with conviction. They also contain conflict, which is something we shouldn’t shy away from either. That vulnerability is both real and relatable.
Does your brand have a clear message? Do your stories have power? If not, keep in mind that you have the ability to refine, rethink and recreate.
To borrow from the textbook real estate perspective and a friend’s analogy, perhaps the most important thing about your business and your brand is – message, message, message. But unlike a piece of real estate, your brand is not stuck on the same plot.