The elevator pitch that you never realized you were giving.
Your brand is how your business wears its heart on its sleeve, which means your branding becomes the elevator pitch that you never realized you were giving with every interaction. Every business card. Every page view. Every social media post is filtered through the lens of your brand. No pressure, right?
Here’s the deal. That elevator pitch you’re constantly giving with your brand? Well there are 5 other people in this elevator with you trying to give THE SAME PITCH. How the hell are you going to stand out? It’s not by screaming louder than the next guy. And unfortunately, most of us have done that at one point or another (I’m raising my hand over here, too).
Make it BIGGER. LOUDER. ADD ALL THE THINGS!
The problem with this approach is that it’s really counterproductive, annoying, and pushes people away. Would you want someone shoving their business pitch in your face when you’re just trying to get to the next floor?
You’ll get attention, but not the right kind - because your potential client is trying to figure out who they need to shut up.
Steven Bradley said it this way: “Human beings have an attractiveness bias; we perceive beautiful things as being better, regardless of whether they actually are better. All else being equal, we prefer beautiful things, and we believe beautiful things function better. As in nature, function can follow form.”
Here’s where you need to listen close, because too many people get this concept and think the answer is slapping a nice looking logo on their site. We think, “If it’s really about dressing nice for this elevator interview, than I just have to be the most dapper person in the room and I’ll get the client!” Nope.
It’s not enough to be pretty. It definitely helps, don’t get me wrong. But that’s just the first step, and if you don’t focus on the next aspect of good branding, you’re shooting yourself in the foot.
Your brand needs to tell a story, one that matters, and that people want to be part of. People are looking for meaningful experiences. This is especially true of Millennials and the infamous generation ‘z’. Everyone is inundated with an excess of commercials, ads, and “sponsored posts”, which we all love seeing between every third photo on instagram.
We’ve seen it all before, and we’re tired of being ‘marketed to’ on a constant basis. We are looking for meaningful experiences, and meaningful brands that invite us into that story.
Don’t be that guy who’s screaming in an elevator.
We’re all just praying that you’ll get off on the next floor.
The research speaks for itself: “The Design Council found that for every $100 a business spent on design, they saw a return of $225.” You’ll make more money. Increase the perceived value of your brand. Remain top of mind. And maybe even be able to stop vying for clients on elevators, because you made the deal before you ever stepped on.
Wondering how your brand looks to those on the elevator? Book a free 30-minute consultation with me here to talk about what’s working, what’s not, and how you can improve. Let's get started.