Brand-driven marketing is imperative, but the commitment doesn’t rest solely with your marketing operations.
Allow me to share a growth story. New Pig, a company that provides industrial cleaning supplies, was interested in refining its brand message. The leadership understood that in order to compete in the marketplace, they had to be truly different, memorable and had to stand for something relevant.
Through research, they were able to better understand their blue-collar customers, what was important to them and how to best communicate their brand differentiation. A common theme began to emerge. Here’s an abbreviated cut from their brand manifesto.
“At New Pig, we celebrate hard work. We are advocates for the working man (and woman). We work hard as they do. When will that stop? When pigs fly.”
The company’s tag-line became, “Here’s to a job well done.” For the company’s president, this became his rally cry, and everyone in the com-pany had a role in weaving this message into the culture. Using humor—because their customers gave them permission to talk to them that way—the message was infused everywhere. It not only changed their marketing materials, packaging, Web site and social media efforts, it also changed the way employees talked to both customers and prospects alike. They even created a song that recognized how hard their customers worked, and it became their message heard when callers were placed on hold.
By recognizing and talking about how hard their customers worked, it was a natural transition to talk about how hard New Pig’s products worked.
The result? An immediate 17 percent lift in sales. They sold out of their best-selling product in record time. The Web site conversion increased, along with overall brand awareness.
What can we learn from New Pig?
Can you achieve real, true sus-tainable growth by following New Pigs lead? Absolutely. To effectively compete in the future, you must seize control of your brand—live it, own it, distinguish it and protect it.