I’ve been thinking a lot about something Cleo Wade said while talking to Jonathan Fields on his Good Life Project podcast. She said, “I never want to hear or speak the words ‘on brand’ again. It’s either ‘on mission’ or not.”
That’s how marketing should be!
Cleo Wade is an author and poet, among other hats she wears, not a marketer. Still, her words struck me.
Every [legitimate] business owner started their company because they had a solution to share with the world. Their product or service helps someone, fills a gap, or improves on an existing product/service. They started a business to SERVE.
So often, the message of service fades into something salesy or fake. It drifts away from the real reason the company exists.
Forget about the new bells and whistles on your doodad. What’s your mission? What are you helping people do? Why does your company exist? Talk about that. Tell your customers and potential customers what their life will be like because they chose to buy your product or work with you. Your mission is to make something in their lives easier or better.
Your message is either on mission, or it’s not.
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