When a business or organization comes to us for a project, the first thing we often have to do is figure out what makes them special. Unless your products truly are commodities, there’s something about your company that makes it a little different from the next guy. It’s important to show your potential customers just how you’re different, and we really work to do that, whether the project at hand is a website redesign, a tv commercial, or whatever. Sure, all this is about branding. But it’s deeper than that, and not a lot of companies take the time to differentiate themselves.
When I first came to Los Angeles, we needed a business attorney for our company. We spent a lot of time trying to find one who understood the convergence of digital/Internet and Hollywood. What was the problem? Well, every piece of marketing material put out by every law firm in LA looked exactly the same. The similarity of these lawyer tv commercials, marketing brochures, etc made every one of those lawyers seem part of a bland sea of faceless, interchangeable cogs.
Now, I know a lot of those law firms spent a lot of money marketing their businesses. Too bad they were mostly failed efforts and wasted money, because nobody took the time to figure out why their firm was special. And yes, eventually we did find a good attorney, but it was through a personal referral.
Sure, there’s tons of books and seminars designed to help businesses figure out their USP (unique selling proposition) and the basics of branding. But after working in this digital marketing business for the last decade-plus, it’s become painfully clear that business owners and their staffs typically don’t have the time to do all this on their own. They’re so busy running their business that it’s tough to find the time or the vision to really look at their company and figure out what makes them different from everyone else. It’s up to their marketing resources- whether internal or external, like us, to help them down this path.
More than ten years after coming to Los Angeles, almost every lawyer’s marketing still looks the same. I’m starting to see some changes, though, including one law firm we work with in the midwest who really seems to get it. Every organization has something special about them. Once you find out what that is, and make sure that your marketing reflects that, you’re golden.