Sunbathing in Florence by Melanie Biehle, 2009
I’m constantly refining my service offerings based on where my focus is. Not because I’m scattered, but because of the variety of creative tools that I use and how I work with my clients.
While my immediate interests may change from time to time, the crux remains strong.
I am a storyteller.
I help visually creative brands explore their brand, unearth their stories, develop a creative marketing strategy to share what they’re all about, and execute it, both visually and with words.
When it comes to brand storytelling, I’ve realized that I’m much more interested in being hired for projects, not just pieces. For example, if a client wants me to design their press kit or product lookbook, I don’t want to just make the slides. I want to use my expertise in marketing and art direction and psychology to help my client explore their brand, develop a creative strategy, and share the story that will put their best self forward – which comes in the form of press kit slides.
If you’d met me a year ago I would have told you that I’m done with creative marketing strategy. I was completely focused on visual storytelling and thought that I wanted to lay my deep marketing past to rest. Let someone else figure that out and just tell me what images you want me to create was my new mantra. But working with a recent client showed me how much I missed being involved with marketing strategy and creative direction. I don’t want to be “just” a designer or “just” a writer when I help brands craft their stories. If I’m not involved with the overall creative strategy of a promotion or project, I get bored.
So, I pulled my marketing hat out of storage and dusted it off. And I have to say, it looks pretty jaunty.
Here’s the story I have for you today.
It’s not about gaming the system.
Or being on every social media platform.
Or getting the most hearts or follows or likes.
It’s not even about understanding every change to Facebook or Google algorithms.
It’s not about what time of day to post or how many images to pin in one sitting.
While there are “best” practices and statistical data that you can definitely learn from, you have to be careful not to get too distracted. It’s way too easy to fall into analysis paralysis and forget to take overt action.
And then there’s the Prom Queen syndrome.
They like me! They really like me!
Careful there, princess…crowns are pointy.
Trust me, I know. Getting more hearts and likes and follows can be so flattering and seductive that you’ll walk away from your day with a self-satisfied grin across your face even if you didn’t make one sale. Or reach out to one editor. Or end up having a conversation with a potential “conversion” about something somewhat meaningful. Or do one thing to propel your business forward other than sit back and collect your likes.
Having a well-curated social media feed that communicates your brand in the best light is essential, but not enough.
Growing your following is necessary, but it’s not the end game.
A “like” doesn’t equal a customer. A bunch of likes because you’re requiring people to “like” you for a chance at winning your product for free doesn’t equal a customer.
There’s no getting around it. You have to build relationships.
You have to go where your people are hanging out and talk to them. Be part of the conversation. Listen. Contribute. Add value. Learn. Make your brand memorable…for the right reasons.
By all means, keep learning.
Listen to the podcasts. Read the business books. Ask your mastermind group for advice.
Found on the Wall of WeWork Seattle: The Kurt Cobain Hustle
But don’t forget to take action. Make the ask.
Pitch your product to that perfect-for-your-brand blog.
Tell that editor that you want to shoot photographs for their magazine instead of clicking the heart on all of their Instagram photos.
Write that letter to Oprah.
Don’t get so caught up in the number of likes, tweets, reads, followers, or friends that you accidentally end up waiting to be discovered.
Don’t get so distracted by data that you never actually contact any of the people whose business cards you so carefully collected.
Yes, you absolutely must communicate your brand story.
Share your products and services and personality in interesting, informative, and uniqueish ways.
Be mindful of what you want to communicate to your customers when they “walk” by your storefront.
First impressions matter.
Give the people you reach out to something to come back to that best represents who you are and what you stand for – ever-changing sets of Pinterest boards that communicate your brand’s aesthetic and personality, beautiful shots of your products and lifestyle on Instagram, a well-written, engaging about page, and plenty of visual content that shows “who” your brand is.
Clean up your online house and get ready for visitors. But by all means, go to the mixers. Dance around the bonfires. Stay up all night chatting in your PJs.
Make real connections. Ask for what you want. Repeat.
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