An UrbanLink Group Blog Series
Operating a successful business in a rapidly changing landscape requires constant re-evaluation of strategy and budgeting. This is elevated when it’s propelled by socially conscious and value-driven consumers.
The spectrum of business tactics ranges from preserving brand values above everything to the “bottom-line is king” mentality. As consumer behavior is mostly affected by emotion, it would be careless to abandon brand values for a better bottom line.
Combining the link with the effect is essential for brand value and a strong bottom-line to co-exist – creating The Link Effect.
We’ve developed The Link Effect to empower consistent, impactful front-line messaging, that drives profitability and inspires the masses.
This posting is part of a five-part blog series, highlighting this strategic alignment process, which builds on a brand’s attributes and strengths while identifying barriers and customizing solutions to increase profitability and brand equity.
Start with The Link
Connection (the link) is a basic human need that drives us to find commonality in related cultures and beliefs. Connection creates energy, which is a catalyst for meaningful change.
It’s estimated that humans are exposed to upwards of 10,000 ads and brands every single day.
— Kelly Seelig, CMO Adobe
With the ever-evolving ecosystem of small business solutions, one of the most important elements of your organization’s branding and storytelling is the human connection. Organizations that grasp this belief and leverage it through their products, projects, and opportunities have a combination for success. After all, a consumer’s link to a brand is overwhelmingly reliant on emotion. That’s why consumers love brands that create a sense of community, feeling, or relevance. They want to know your story.
Storytelling plays a giant role in marketing. There’s always been a debate around how the human brain is hardwired for stories. In terms of a marketing strategy, it is important to consider your brand as a story. Ask yourself (and your team) what your connection or offer is and if it’s reflected in your brand.
A brand’s typical story is similar to any plot or setting for a good book. Each has a reasonable beginning by which it came into existence. That existence is usually based on some need or barrier, which is the “conflict” in the plot. The resolution to the conflict is the foundation for the product or service that brings a brand to market.
Based on the resolution, we can conclude that improving a company’s bottom line is as much as about storytelling, as it is about streamlining processes to maximize efficiency. No matter how your bottom line is measured, your strategy must seize stakeholders through compelling storytelling, evoking emotional connections for long-term investment.
Add the Effect
No two businesses are exactly alike. Each comes with its unique challenges and opportunities. Alongside that, change over the life of the company or product is inevitable, which sets the stage for chemistry. That spark of change occurs in small increments, especially if it’s sustainable change. How you manage the change while still maintaining the connection to your brand is essential.
The purpose of “The Effect” is to combine clear brand strategy and business objectives into integrated marketing communications planning. Integrated marketing communications (IMC) plans are essential in organizing all marketing channels and tactics into one Big Idea, or business objective.
Whether it is a full report or one word, your Big Idea must trigger the actions that move the company consistently closer to success.
For an IMC to be effective, it’s vital to develop a tactical strategy with estimated investments or budgets. While you may not be paying a big invoice for a product or service, every minute you spend improving your brand is considered an investment. Be strategic about your efforts and prioritize opportunities. Think of your long-term investment and keep your consumer front-of-mind.
Watch the Link in Effect
The Link in Effect is the sweet spot. It combines the methods of the link and the effect to empower consistent and impactful results. To incorporate the process of the Link Effect, we linked the top five critical steps for success. As part of this five-part series, we’ll highlight the topics below, which may solve many of the challenges a business can face.
1. Get Your Footing
2. Know Your Uniqueness
3. Tell Your Story
4. Create a Movement
5. Elevate Your Brand
First up – Get Your Footing. Here’s where we explain how to get your footing and why this first step is such a critical part of an organization’s path for growth.