Why create brand buzz when you can create a movement for your brand?
Wayne Grektzy wasn’t the fastest hockey player, but what he did differently than all the other hockey players was that he skated to where the puck was going. If your brand was a game of hockey and you wanted to play like Wayne Grektzy, creating a brand movement is where the puck is going.
People living in the western culture are craving a sense of belonging.
We hardly go to church, the synagogue or mosque anymore. This lack of community gathering is leaving people feeling more lonely than ever before.
If you want proof that people are craving community all you have to do is attend a football or hockey game to see that people love rallying for a side.
As a big-hearted social entrepreneur this is an opportunity for you to leverage the impact you were born to make.
Today, brands are in a position to gather communities by bringing people together through calling out the the common enemy, shared interests, values and mindsets. The role of brands and businesses today has a unique opportunity to inspire change, action and impact for the greater good.
Here’s are some examples of various ways that brands have created a movement:
Share your vision by describing how you see your business impacting the world and what your customers can do to make that impact a reality. Sharing your dreams to foster change in a specific way is a tangible and actionable way to inspire your customers to join your movement.
- Jamie Oliver Food Movement – started a movement to make the world healthier by increasing public awareness of food education
- TOMS – most well known for their “One for one” movement
- No One Without – providing everyone with access to clean water
One of the most effective ways to rally people together is to call out your common enemy. We see the effectiveness of this with activism and there is a way that you can incorporate this rallying call into your brand too. Who or what is your brand fighting against? Who is the common enemy everyone in your tribe mutually opposes? Unite your customers by pointing out the common enemy that you are all working against.
- F**k Cancer – fighting against cancer
- Pur gum – to “kick aspartame”
- Method soap – “people against dirty”
Who are the supporters of your movement? What commonalities do they share? Identify who your main client is, then cater to his/her specific needs. This will help you better attract clients you actually want to work with. Rally the supporters of your brand and give them a name!
- Lady Gaga (pop artist) – Little Monsters
- Archangel Academy (a community for gifted entrepreneurs) – Archangels
- T.J. Maxx (discount retail chain) – Maxxinistas
Take things up a notch by creating a manifesto, which calls to the hearts of your community and inspires them towards change. Here are some
- Simple shoes
- Granola Girl
- Happy Hippie Foundation
In the comments below, I’d love to hear… What brand movements do you belong to? What causes are you rallying behind?