AUTHENTIC, RELEVANT AND DISTINCTIVE WIN THE GAME. ALWAYS.
every element of your brand must chant these words. always.
No company will ever write: We are sort of ok, we are just a little bit dedicated to excellence, we have zero passion, and we don’t really care if our customers are satisfied. This fact means the actual truth—the reason any company is in business—starts sounding generic and is full of so much repetitive talk and jargon that you can almost play a word version of Boggle between industries and market segments. These phrases have absolutely no value whatsoever because they blur with the other thousand companies stating the same in their mission and vision statements.
So how do brands stand out? How do they break through? Tell your brand story in your unique voice (authentic), demand all sales tactics have your target audience in mind (relevant) and be different (distinctive). Your customers will recognise your efforts and show their appreciation by buying, sharing and returning. We’ll show you how to get there.
STORYTELLING
Once upon a time marketers stuffed keywords into vague sentences to fill space and boost rankings (cringe). These tactics worked, for a while, but thankfully, those days are over and the world is screaming a new tune (cheer).
STORIES CONNECT PEOPLE, EMOTIONS, BEHAVIOUR AND EXPERIENCES. IT’S THROUGH THESE CONNECTIONS BRANDS TALK TO THEIR AUDIENCE – FROM ONE TO MILLIONS, FROM SMALL TO CONGLOMERATE.
Storytelling is not the replacement term for keyword, it’s the entirety of a brand and the need it fills in the world. Boosting SEO should be a happy by-product of proper storytelling, but it is not the main purpose. The goal is to engage, to compel desired action, to spread the word and to make your target audience return.
When you get the story right, it's effortless. It's the moment your jaw drops, you forget the day, you can't move and you want to share. You are at your most vulnerable, open to every idea and suggestion, often totally irrational. It's this emotion that compels desired action.
There isn't a formula for getting the story right, but there is a long list of what not to do. Start by finding your authentic voice.
CONTENT CREATION
We’ve established you must tell your story in a unique (how you stand out) and authentic (how your target believes you) and engaging (how you hook them) way, but we’re missing the how.
We start by identifying key words your brand can own in your target audience’s mind. Not all words are created equally, which means choosing the right word to own is the difference between memorable and forgettable. We also can’t do so in a vacuum. The entire competitive landscape must be evaluated along with your target profile and other brands your target engages with regularly. In this always on, always connected, omni-channel world, no decisions are made in isolation. Understanding these influences on your target will help you get ahead. Also remember that it’s not just a word that grabs attention, it’s the idea behind it, what it means to the person hearing or reading it. Read more about our method.
After we’ve identified key words, we start creating key messages. Our process starts with a message hierarchy. Forming these key messages in a cohesive plan ensures consistency and gives brands the necessary freedom to respond immediately to market opportunities.
From there, your brand is rich in compelling content ready to take over the world.
One mistakes brands often make is remaining relevant. Customers evolve, new players enter the market, people get wooed elsewhere. In all fields related to your brand, you must innovate or die.
THE MADLEGS MEDIA WAY OF CREATING CONTENT
We're here to help you find your authentic brand voice and push it out through digital media to millions with coordinated madness. If you are wondering what 'coordinated madness' is, it's intuitive vision mixed with unrelenting passion mixed with strategies that run. Basically, we get inside your target audience's mind and learn how they think to then learn how to influence behaviour.
NOTE: Print is NOT dead. To hold is to feel power and to make that all-important emotional connection. We'll push print whenever appropriate.