Having written this, a number of clients and ex-colleagues quickly fed back one particular and recurring theme: As promising, professional and constructive as this mission statement is, it just didn’t tell them about what they remember most about Matt Worth. The realisation hit me that having lived marketing for the past 8 years and embracing it to become so much a part of who I am, I had immediately fashioned a clean, high-level overview piece of messaging for a marketing company that said nothing about what made Worth Marketing…well…Worth Marketing.
I had overlooked the blindingly obvious. Worth Marketing consists of Matt Worth.
The personality behind the brand
If I had something to say, I would provide a beginning, middle and an end, provide context, detail the need-to-know features and take the listener or reader on the journey with me. This doesn’t necessarily mean recounting Aesop’s fables to the IT Director on the other end of the phone, but by finding out their story, helping them beyond the writers block they didn’t know they had and writing the exciting final pages together.
Many times I have seen businesses strive to tell the story of what they do and how well they do it, in addition to elevating themselves to bring a level of professionalism about their image, that they rapidly become as vague and forgettable as the next competitor who has followed the very same best practice. They had written a story with no characters.
To survive is to provide a service and provide it well, but if you don’t give your brand personality and character, what loyalty do your customers have to you? What sets you apart from your competitors? What makes you the first company a client thinks of when they think of their requirements?
More and more often you will see advertisements whereby a Meerkat and his sidekick go on various adventures, a moustache bearing tenor will sing about comparing insurance or a Gorilla drumming to the vocal talents of Phil Collins in order to promote a chocolate bar.
Marketing is more than just telling people a story - Marketing is ridiculous. Embrace the ridiculous, explore your characters and your story becomes memorable long after you have stopped telling it.
Do you have a tale Worth telling? Get in touch today on 0208 123 2582 and let’s explore how to engage your prospects with a free consultation.