In the United States, do we really value the culture of our people as much as we say we do? After all, this is supposed to be a country that was founded and based on a coming together of cultures, a veritable melting pot, as they say. Culture is something that we should all cherish as it makes us all stand out in one way or the other and allows us to create and diversify. As those sage spokesmen and women say again, it takes all sorts to make a world!
When it comes to marketing, why not go back to your roots and really focus on what makes you and your business different? Where do you hail from and are your standards, beliefs, approaches and values a core part of how you do business? If not, then maybe they should be. By pandering to your strengths in terms of how you essentially live and breathe each day, then you should be making yourself and your brand equity stronger and more vibrant as well.
Always remember that it is to tough to fundamentally change who or what you are and you should be very cautious if you think that you can portray layers and elements that do not really represent your true spirit. However, be free to really underline and take advantage of the things that make you tick.
Very often our small businesses are built on a solid foundation of reputation. If you are known as being a helpful and enthusiastic trigger and always go out of your way to make things happen, then capitalize on this “yes we can” popular culture and make your glass permanently half-full from a marketing perspective.
We know how important social interaction is and how people like to deal with a real, live human being, even though this is becoming more challenging in our increasingly virtual world. With customer service, make sure that your staff are all on the same page and treat the customer in a positive and happy way each day. You will be surprised how clients and prospects warm more to your organization if a genuine feeling of love is being exuded!
Pander to your strengths. If your organization is operating on the cutting edge of your particular niche and if you business is known for its ingenuity or innovation, make your marketing exciting and interesting as well. Don’t be afraid to use individual personalities if they fire when challenged and be careful before repressing any unusual or out-of-the-box ideas.
These days it is very populist to be “green” and any organization that puts the issue of sustainability ahead is sure to gain footing as we go forward. Climate related issues are not going away and as more scientific evidence becomes apparent, linking our lack of efficiency to environmental damage, an organization that operates via the culture of the environment will likely gain market share.
How do you use your culture to best effect?