Marketing is no longer about telling the world how great your products and services are.
Marketing is not what you think it is.
It is more counter-intuitive than you think.
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” said the legendarey Harvard marketing professor Theodore Levitt. And actually, we do not even want that hole either !
What we really want is: to hang shelves or frames, and make our home the nicest place on earth. The hole is just a little step in between the product and the experience.
The less people are experienced in marketing, the more they want to have a say in marketing. Because they believe their “intuition” rocks? Well, their intuition doesn’t rock. A lot of principles in marketing are counter-intuitive to non-marketeers. Let’s look at just one.
The BIG LOGO struggle
We still see clients asking for a bigger logo. And our answer is clear: “no, we will not make the logo bigger”. We can make the logo smaller. As small as we possibly can (in line with the purpose of the action of course). Why? Because a logo that is too big, carries nothing else than negativity.
- A big logo is the equivalent of shouting. When you are knowledgeable, you do not need to shout.
- A big logo is a sign of insecurity. When you are confident, you don’t feel the need to make things look bigger.
- A big logo is very distracting. It is too much in your face. Smart companies focus on the message and the value they create.
- A big logo is old school company-centric. Successful companies put the customer first. They think customer-centric. Making the logo bigger than the message shows that you feel more important than your customer. Don’t.
- A big logo conveys a misplaced sense of pride. It naively says “look, I am bigger than my competitors”. Great companies are confident and don’t need to feel bigger than others.
- A big logo can harm your brand. Think of the French saying “le nom d’un fou se trouve partout”.
So please, respect your brand, keep it simple and … stop asking for big logo’s.
At Galland.be, we offer a simplification trail to transform your company into a future-proof organisation that is loved by its customers.
It will make you go:
- From organization-centric to customer-centric
- From selling propositions to value propositions
- From complex to simple
How to transform in 3 simple steps?
I. Identity mapping
Your DNA: WHAT do you do for WHOm and HOW
Your Passion: WHY
II. Messaging house
Your secret plan to conquer the world. The essence of what you want to be and are going to say. A clear plan in which choices are being made. You cannot be everything to everyone. You make choices you stick to in a consistent way.
III. Go-to-market plan
Your tailor-made plan, translating the chosen strategy into a concrete action plan. It explains all the different steps to be taken to meet the goals that have been set.
Is it really that simple? Yes!
Contact us for a first informal chat.
Or just ask for a simple proposal.