by Miriam Hara | Jan 18, 2024 | Business Success
It goes without saying that the way we build and maintain relationships has undergone a significant transformation. We all have COVID to thank for that! That isn’t a bad thing… remote working has presented us with both opportunities and challenges. When it comes to developing meaningful connections in the professional realm, building new business relationships, it has given us pause. How do we go about business development today? How do we forge new business relationships in this new dynamic? As a main lead in business development, here are my thoughts.
The Social Scene
If you aren’t on social platforms, it’s time to do so! I can see the eyes rolling now! Really, social media platforms are not just for sharing memes and cat videos… although those are really cute! Which social platform or platforms you use to garner relationsips is totally dependent on your intended target audience. Let’s face it, social media offers us some pretty powerful tools for connecting with potential business partners and clients. LinkedIn, in particular, is the go-to for professionals. But that’s not the only platform for professionals. Instagram can also be a good resource to round out your “online presence”. Remember, potential clients and potential business partners have a social life too! Be consistent and stay fresh. Share relevant content, and engage with posts from others in your industry. That’s how you’ll gain traction and start building a one on one relationship with your industry’s community.
Alive and Thriving: Networking Events
The restrictions that COVID placed on us have eased off significantly. So networking both “physically” and “virtually” offer up amazing opportunities to meet new people, and start forging relationships. Whether your objective is to develop business or become more visible in the industry you work in, industry conferences are the place for you to be. Make the most of of these network events. You can sponsor a conference. We did that recently at the Pharmaceutical Marketing Congress and it provided awesome visibility. Or if that’s too much to take on, sponsor an event within the conferences or be part of a talk or panel that is being featured. If you can’t do that, take part in the Q&A after panel discussions or talks. Whatever you do, approach conferences with intention. Research the event, the attendees, and topics beforehand. Prepare engaging questions and insights to stand out during discussions. Remember, events, whether they are physical or virtual are not just about collecting business cards; they’re about making genuine connections. Post-event, don’t forget to follow up with personalized messages to solidify the connections you’ve made.
Keeping Ahead of the Curve
Keeping abreast of “the new” within your industry is a must. Potential clients and business partners need to do that too. Seek out online courses and workshops that are relevant to your industry. These provide an excellent opportunity to acquire new skills while mingling with like-minded professionals. These learning platforms allow you to connect with individuals who share your passion. Collaborative learning environments can lead to both personal and professional relationships… and offer the added plus of greater visibility within the business community.
Serendipity and Kismet
Do you believe in chance? In fate? Maybe that’s a topic for another discussion. Whether you call it open mindedness, serendipity or kismet being open to encounters and unexpected opportunities in whatever form or platform they come in, is definitely a must in business development. Virtual connections can sometimes lead to unexpected collaborations or introductions that you didn’t anticipate. Be receptive to the possibilities that the digital world can offer, and you might find yourself forging new business relationships in the most unexpected places.
The way we forge new business relationships has evolved…but that isn’t anything new in business. Business is always evolving…we just have to keep in step … and step it up in order to thrive in this new dynamic and build valuable connections that propel your business forward.
How have you stepped up your business development strategies? Please share them here or contact me here. (And that’s another way to start new relationships!)
by Miriam Hara | Oct 26, 2023 | Advertising, Agency, Branding, Marketing
Brands that are setting themselves up for big wins are the ones bringing something new to the table, armed with their brand courage.
Breakthrough brands find themselves perched precariously at the precipices of greatness, poised to redefine leadership in their own segment, market and industry. It is very exhilarating, looking at all the possibilities and un-tapped potential. These are brands offering distinctive solutions, daring to challenge the status quo, and shattering the glass ceiling of mediocrity that shrouds the market, irrespective of category or industry. They’re standing out and aiming high, no matter what industry they’re in. But here’s the kicker – having a standout product is just step one.
So what comes next?
It’s about stepping up and leading with courage in every move. Imagine rolling out fresh, exciting ideas and initiatives that set a brand apart. It’s really about having the guts to not only blaze a trail, but to continuously stand out from the norm, day in and day out..with each and every step that is taken.
Just because brands aren’t breakthrough, doesn’t mean they need to check out their brand courage at the door – they’ve got to step up too! They need a brave approach in everything they do. Every ad, social media post, and campaign needs to go the extra mile to stand out among competitors. Brands constantly need to make noise and be seen!
Bravery in marketing isn’t a “nice-to-have”, it’s a necessity. And it doesn’t stop at having a top-notch product. What makes the difference is the willingness to explore, innovate, and keep things fresh.
Brands, whether breakthrough or within the norm, are being challenged to step out of the shadows of mediocrity and forge their identity. They must be brave enough to be different, to stand apart in a world cluttered with the noise of competitors. The courage to actively take the lead, to be seen apart, to challenge and redefine the tried and true – this is the core essence of being brave in marketing. All brands have an equal shot to make a mark. It’s about having the courage to be different and lead the pack.
Calculating the risk
Being brave is more than taking risks – it’s about making informed decisions and really getting the market and the audience. It’s about building lasting connections and telling stories that resonate with people and stick to them.
The brave brands are the ones that stick around in people’s minds. They’re trendsetters and leaders. In a world full of noise, they’re the ones people tune into to and remember! Every message sent out, be it an ad or a tweet, has to show that bravery. It’s about pushing limits and making a lasting impact. Time to own that spot in the market and shine!
Brands that dare to be brave are the ones that etch their names in the minds and hearts of consumers. They are the ones who redefine norms, set trends, and lead the market. Whether you’re a groundbreaking brand or a regular one, bravery in marketing is key.
So,let me ask you – Is your brand the one that turns heads and stays remembered? Please share your stories of courage here. I would love to hear them!
by Miriam Hara | Oct 11, 2023 | Business Success
If karma is real, does business karma also exist? It stands to reason that if you believe in the concept of what goes around comes around, similar to personal karma, businesses too can be subject to its influence. What is the essence of karma? Rooted in religion, karma can be defined in many ways. At its core, however, karma revolves around the principle of cause and effect. In the context of business karma, it extends beyond small business and entrepreneurship and encompasses large multinational corporations that should prioritize it.
Business isn’t personal, on that we can all agree. But the way that a business approaches and conducts itself – the good, the bad and the ugly – says much about the culture and persona of the business. Ultimately the conduct and culture is what shapes its karma. Business leaders who consistently exhibit positive behaviour in everyday situations directly contribute to the success of the business they are in and foster good karma.
There are a few principles of karma that businesses should embrace to cultivate good karma on a daily basis.
Generosity:
Generosity lies at the heart of the philosophy of good karma. It goes beyond mere acts of charity and community contributions, although those are essential as well. In short, it could best be described as mentoring. Generosity involves giving of one’s time, protecting and nurturing others without expecting immediate benefits for the organization. It could entail helping individuals break into an industry through networking or volunteering to speak at school seminars. Let us not forget the age-old adage: Charity begins at home. Therefore, leaders and managers should extend their generosity to their teams and partners and that doesn’t only mean in monetary terms. In today’s environment, monetary incentive is only part of the bigger value need that team members are looking for. It’s about being supportive of all team members and paying it forward without any intention of receiving anything in return. Such generosity will undoubtedly come back around.
Fairness:
Practicing fairness in business means seeing situations as they truly are and setting aside our egos. Inevitably, businesses encounter challenging, messy, or ambiguous circumstances. We’ve all (unfortunately so) witnessed or heard of colleagues facing disrespectful situations comparable to emotionally painful divorces, complete with bullying and threats. When confronted with unforeseen or complex business challenges, it is crucial to approach them with a win-win philosophy. No one should lose face, and negative displays of power should be avoided. While ethics and professionalism should be standard in business, kindness and justice are often neglected in the fast-paced business world. Incorporating fairness into our business dealings contributes significantly to cultivating good karma.
Positivity:
Quick reactions and decisions made under stress or panic rarely lead to positive outcomes. Instead, they tend to amplify the bad karma that initially placed a business in a difficult position. In today’s dynamic market environment, businesses often face uncertainty and numerous impending changes. Navigating these challenges requires resilience and the ability to maintain a clear vision. Good karma thrives when a business remains steadfast, refrains from blindly pursuing alternative paths, and maintains a positive and optimistic outlook amidst setbacks. While it may sound “new age-ish,” maintaining and focusing on positivity truly pays off.
Mindfulness:
In our interconnected world, being mindful of the impact our businesses have on the planet is a definite must. Mindful businesses prioritize sustainability, environmental responsibility, and eco-friendly practices. They actively seek ways to reduce waste, conserve resources, and minimize their carbon footprint. Moreover, they recognize the social element of their actions. Social accountability has become increasingly important, with ordinary individuals, celebrities, and businesses being held responsible for their “not so nice” behaviour. Upholding ethical practices, transparency, and social responsibility aligns businesses with the expectations of their stakeholders and nurtures good business karma.
These four principles—Generosity, Fairness, Positivity and Mindfulness —serve as the pillars for fostering good business karma. How do you feel about this concept? Do you practice any principles that you believe promote good business karma? Share your thoughts and experiences here.
by Miriam Hara | Sep 21, 2023 | Branding, Creative, Marketing
As a seasoned brand marketer, I’ve come to realize a fundamental truth: brand marketing is not personal.
As marketers, it is our responsibility to ensure that personal opinions do not overshadow the brand’s intended message, style or persona. Our role is to utilize our expertise and exercise objectivity to effectively promote the brand ‘on our watch’ and maintain its integrity. In my years of experience, I have witnessed that, although separating personal preferences from the brand persona is essential for success, for some, it’s not always easy!
A brand is more than just a sum of personal tastes and preferences.
It has its own character, style, and tone that define its unique identity. Picture this. You’re responsible for launching a new product (sku) as an addition to a very popular brand’s portfolio. As a brand marketer, you must objectively assess the potential appeal of the new product to the target audience and where it fits in the entire brand portfolio. You would need to conduct market research, analyzing consumer trends, and leverage your brand expertise. Only then can you make informed decisions that align with the brand’s image and resonate with the intended consumers.
Brand identity requires the same reasoning and objectivity. As a brand marketer, it is critical to prioritize objectivity. When personal opinions take precedence over the brand’s persona, we risk straying from the brand’s intended course.
As brand custodians, it’s our role to shape the brand’s character, style, and tone that connects with the target audience. We can only do this by not only understanding the brand target audience’s preferences and needs but by adopting them as the brand’s mantra. This means we need set aside personal biases and approach our marketing strategies with a clear and objective mindset.
Full disclosure—I don’t have a favourite colour!
Now, I’ll let you in on my own little branding initiative – I wear purple every day and have done so for the better part of 35 years. Needless to say, people often ask if it’s my favourite colour. As a Creative Being I love all colours equally. But the reason I wear purple is because it’s the agency’s brand colour. Over time, it has become an integral part of our agency’s persona. By embracing the brand’s colour, I not only align myself with its identity, but I also showcase my commitment to its success.
It’s essential to remember that personal opinions should not overshadow the brand’s intended message. By allowing personal preferences to influence creative decisions, there is a risk veering off course and diluting the brand’s impact. To ensure a brand’s longevity and effectiveness, the brand’s character, style, and tone must be prioritize above personal inclinations.
Avoid the common pitfalls.
Maintaining brand integrity also means avoiding the pitfalls of personal bias in design and visual elements. A brand’s logo, packaging, and overall aesthetic should reflect its intended message and appeal to the target market. For instance, I have penchant for minimalistic design. If I insisted on revamping every brand’s visual identity to align with my taste, I wouldn’t be working in a creative agency for very long, let alone 35 years! By utilizing brand expertise and adopting an objective approach towards each and every brand we are entrusted with, we can make design choices that authentically represent the brand’s character while resonating with the intended audience.
As marketers, there’s a critical need to strike a balance between personal tastes and brand persona. By prioritizing objectivity, we can effectively deliver a brand’s intended message while staying true to its unique identity. Success is measured by our ability to navigate the brand’s identity with objectivity and build brand integrity. Here’s to the power of brands and the role we play in their success! What are your thoughts? Please share them here.
by Miriam Hara | Aug 4, 2023 | Agency, Branding, Marketing
One of my favourite expressions is that brands are living organisms. I believe brands are not stagnant entities. They breathe, evolve, and mature over time. Just like any other living organisms that surround us. We often speak about brand evolution and what it means, not realizing that as brands evolve they “become”. Therefore, the evolution of a brand’s being, essentially, the art of rebranding a living organism is a delicate balance of observation and analytics.
Here’s something to think about: When it comes time to rebrand – the brand has something to say about what it evolves to and how!
Brand’s Humble Beginnings
Every brand, whether a household name or a budding start-up, begins its journey as a germ of an idea with great potential. Think of iconic brands like Apple, Nike, google or Coca-Cola. These brands were not always the global brand powerhouses we know them as today. They started with a vision and an offering that they made unique. Just like living organisms, brands go through a growth process, adapting to the ever-changing environment and consumer preferences.
Nurturing Brand Growth and Relationships
One critical aspect of nurturing and evolving a brand, is through various touch points or connections. The interactions a brand has with its target audience across different channels are what will provide its sense of being and the strength of its relationship with its audience. This includes everything from social media engagement, customer service, advertising campaigns, to product experiences. By carefully nurturing these aspects, brands can shape their identity and foster deeper relationships with their customers. They Become.
Starbucks is a perfect example of this. It has mastered its reach and connection far and wide. From the moment customers step into their stores, they are enveloped in a warm, inviting brand ambiance. The friendly baristas, the aroma of freshly brewed coffee, and the carefully designed interiors all contribute to the unique Starbucks experience. Additional, their engaging social media presence and loyalty programs further enhance the customer journey. Starbucks understood and understands the evolution of its brand. Each touchpoint with their customer base is seen as an opportunity to strengthen their brand and create a lasting impression.
Brand Evolution: The Art of Rebranding
This brings us to the concept of rebranding—a strategic decision made by marketers to redefine a brand’s image, target audience, or positioning. Rebranding can breathe new life into a stagnant brand, help it stay relevant, and appeal to evolving customer needs. While rebranding can be a powerful tool, it must be approached with caution. Brands need to carefully consider their loyal customer base and ensure that the essence and values that customers associate with the brand remain intact. A well-executed rebranding strategy can breathe new life and energy into a brand, while a misaligned one can alienate customers and erode trust..
In the fast-paced digital age and market, monitoring brand evolution is crucial. Social media, customer reviews, and data analytics provide unprecedented access to real-time feedback and insights. By actively monitoring a brand’s trajectory, companies can make informed decisions, adapt swiftly to market dynamics, and nurture a brand’s growth.
I believe, just like living organisms, brands possess the power to adapt, mature, and leave a mark on our world.
Do you envision brands as living organisms? Please let me know your thoughts here.
