In this episode of the Thoughtful Entrepreneur, your host Josh Elledge talks to the Brand Navigator, Lauren Clemett.
Lauren grew up in New Zealand very independently near the bush of the country. That was where she learned her bushcraft skills which is something she’s always carried with her. This upbringing really shaped who Lauren became; in the bush, they never became lost, only temporarily displaced. When you have the right tools, in this case a map and a compass, you’re never lost. But you also have to know how to use them and you need the combination of tools to work. If you’re lost in life or in business, the same logic applies. It’s easy to get overwhelmed, as we all know. Your marketing is your map and your brand’s mission is your true north. When you combine them both and work them strategically, you’re never lost.
Lauren helps brands find their true north and seeks to inspire brands to find their purpose, which comes before everything else. When you know what you’re really marketing for and you apply strategy before tactics, you’re aligning to your true north. Lauren just wrote a book, Finding Your Brand’s True North, and she’s also a professional keynote speaker.
Lauren uses the study of neurobranding to help her clientele, she explains. Neurobranding is how the brain processes and relates information about brands. When you give a confusing or unclear message with your marketing and branding, consumers are confused. You have to establish safety and clarity in order to see conversions. Neurobranding shows that clarity is key.
One of the biggest faux pa’s in business right now is the misconception that “if you build it, they will come.” Creation is important, but you have to exert as much or more effort into marketing whatever it is you offer. You can’t just create an amazing program, service, or product. At the end of the day, you have to sell it. Whatever it costs to create an offering, expect it to cost three times as much effort, time, and money to execute effective marketing. Lauren shares another big mistake is that businesses aren’t looking after their existing customers because they’re too focused on getting new ones. When you don’t stay top of mind with your existing customers, you retain nothing. Your customers will be loyal to you and send business to you; you have to make steps to show them you care, even after the sale is made. Ask your customers how you can help them and listen. Now and after they buy from you, you should be invested in maintaining old relationships as much as you are in creating new ones.