Telling the truth
To be honest, don’t you just wish people would tell the truth!
The truth, the whole truth…
As curious, interested consumers we like to make informed decisions. So living in this information age with the ability to research at our fingertips should suit us. But how do we navigate through the marketing spin, the spurious lies, damned lies and statistics to get to the truth, the whole truth and nothing but the truth? Now there’s the challenge.
So with my marketing head on, it seems that just telling the truth could be the key to differentiating your business. But is it really as simple as that?
The truth, well told
Over the years, there have been many jargon-laden marketing explanations when it comes to brand definition. You know the kind of thing I mean, expensive bamboozling ‘solutions’ to make your head spin and keep us marketing ‘consultants’ busy!
Hopefully you won’t be surprised to hear that the Noble Ox no-nonsense approach to branding is refreshingly different. The only definition we use is:
Your brand is the truth about you, well told.
Whatever your business, if you are committed to doing the best possible job for the customers you want to attract then keep, telling the truth and investing in the effort to tell it well is the only way to go.
In good company
Noble Ox was invited to help judge the Social Enterprise Scotland Awards again this year. This was in the good company of Fraser and Chris from Social Enterprise Scotland and Ingrid Webb CEO of Cope Ltd, last year’s winners of Social Enterprise of the Year.
My role was to judge how well the various entries were defining and presenting themselves, their products and services to their target audiences. It was great to see such a variety of ventures across Scotland and fine examples of social enterprises embracing the necessity of defining and presenting themselves well.
Projects that want to do some good and make a difference can easily neglect the essential need to define and present themselves well. But good intention is not enough, especially for a social enterprise which by its very nature needs to compete in the real world.
Perhaps when it comes to brand definition, a social enterprise may feel that defining, aligning then communicating its social aims alongside its business proposition is too complex a challenge. They may perceive that investing in branding is joining in with, even selling out to the overly commercial world to which they want to provide an alternative.
The simple truth
This reticence is understandable which is why Noble Ox only ever helps our clients tell the truth and tell it well. Finding the best language to tell the truth in itself defines, positions and differentiates your business. What’s more it is the most effective way to engage your target audience.
So, whether you’re a butcher, a baker, a candlestick maker, a social enterprise or a purely profit-driven SME, it really is as simple as that.