Just How Useful Is Your Brand?
In his new book, "YOUTILITY: Why Smart Marketing Is About Help Not Hype," Jay Baer states it simply: The only way to win customers is to make your brand "truly, inherently useful." He cautions brands not to get focused on the wrong things—like trying to be amazing over actually being helpful. Being helpful is harder.
I couldn't agree more. Perhaps it's a good time to "thinkabout" this important facet of your brand. Can you list 10 ways your brand provides real value to your customers? Take it further: Can you list 10 ways your brand helps your customers in ways that are significantly different than your closest competitors? Now, take it even further and get to the very heart of brand usefulness: How do you really know what matters to your customers these days?
I like Baer's newly created word YOUTILITY as it is a clever shortcut and brand sound byte for grappling with two areas of important brand introspection: customer-centricity and usefulness. Recently, I saw one company execute this dual focus wonderfully: The Lincoln Financial Group with its multifaceted "Take Charge" initiative where customers are positioned as Chief Life Officers. Here's how they describe this award winning, consumer-facing campaign:
You're In Charge®
When it comes to your financial future, you're in charge. You are the CEO and CFO of your life. You are your own Chief Life Officer®. You want to get the most out of life for you and your loved ones—a life filled with passion, where possibilities are embraced and promises are kept. We're here to help you make it happen ... on your own terms.
Dave Wozniak, head of advertising, Lincoln Financial Group elaborates: "Through education and awareness, our goal is to help people take charge of their financial futures. We believe the Chief Life Officer campaign presents an engaging way to share an important message, which is that everyone should feel empowered to make the best decisions for themselves and their families."
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at email@example.com.