Who Is This For?

Is your marketing not giving you the results you want?
Is it failing to capture what you are truly about?

Are you spending a lot of time and resources on marketing and it’s falling short?
Does your marketing not feel quite right to you?

Is your team confused or unclear about what your company is really about?
Is there a lack of a clear sense of what your brand stands for?

Is your marketing connecting with your audience?
Do you know what is truly special about your company?

Or . . .

Are you in startup mode and want to get crystal clear about your purpose and how to position your brand for acceleration?

If one or more of these questions hits home for you, then we invite you to read further.

Who Is This For?

Is your marketing not giving you the results you want?
Is it failing to capture what you are truly about?

Are you spending a lot of time and resources on marketing and it’s falling short?
Does your marketing not feel quite right to you?

Is your team confused or unclear about what your company is really about?
Is there a lack of a clear sense of what your brand stands for?

Is your marketing connecting with your audience?
Do you know what is truly special about your company?

Or . . .

Are you in startup mode and want to get crystal clear about your purpose and how to position your brand for acceleration?

If one or more of these questions hits home for you, then we invite you to read further.

“He who has a why to live can bear almost any how.”
— Fredrich Nietzche

The Search for Meaning

Many people (but not all) are searching for more meaning in their lives. They seek to do business with companies that have a compelling story, that do some good in the world—who offer a better way.

Crafting and building a brand that speaks to this audience is not a demographic approach to marketing. Some would call it a psychographic approach, which refers to behaviors. But, we feel this type of connection goes deeper than psychographics, that it speaks to the values that people hold. We call it “valuegraphics”—the values people have that align with the values implied in the companies they do business with.

Aligning a brand around a discernible set of values that resonates with those who search for more meaning in their lives is a very powerful and effective way of scaling a business.

The Search for Meaning

Many people (but not all) are searching for more meaning in their lives. They seek to do business with companies that have a compelling story, that do some good in the world—who offer a better way.

Crafting and building a brand that speaks to this audience is not a demographic approach to marketing. Some would call it a psychographic approach, which refers to behaviors. But, we feel this type of connection goes deeper than psychographics, that it speaks to the values that people hold. We call it “valuegraphics”—the values people have that align with the values implied in the companies they do business with.

Aligning a brand around a discernible set of values that resonates with those who search for more meaning in their lives is a very powerful and effective way of scaling a business.

“He who has a why to live can bear almost any how.”
— Fredrich Nietzche

The Problem With Marketing

We often encounter people who are frustrated with their marketing. They have a great vision and have been plugging away at it for some time, however their business is not scaling in the way they want or need it to. They’ve spent lots of time and money with different marketing agencies or consultants. They’ve tried lots of things, but the needle is barely moving.

In almost every case when we talk with people in this place there is a disconnect between their vision and their brand. Their vision is unique, expansive and compelling, but their brand tells a different story. In this scenario, all the marketing in the world will not change the outcome, because there is something missing in the message they are conveying.

The Problem With Marketing

We often encounter people who are frustrated with their marketing. They have a great vision and have been plugging away at it for some time, however their business is not scaling in the way they want or need it to. They’ve spent lots of time and money with different marketing agencies or consultants. They’ve tried lots of things, but the needle is barely moving.

In almost every case when we talk with people in this place there is a disconnect between their vision and their brand. Their vision is unique, expansive and compelling, but their brand tells a different story. In this scenario, all the marketing in the world will not change the outcome, because there is something missing in the message they are conveying.

“Honoring our vision is both our greatest challenge and our greatest gift.”
— Glenn & Maria Geffcken
“Honoring our vision is both our greatest challenge and our greatest gift.”
— Glenn & Maria Geffcken
“Marketing is no longer about the stuff that you make, but about the stories you tell.”
— Seth Godin

The Missing Element in Marketing

What we offer our clients is to introduce an intangible feeling into their marketing that energizes their brand and stimulates more connection. How we do this is by touching into the intangible qualities of the vision that underlies a brand. Common marketing approaches tend to gloss over this aspect of branding, and as a result they miss the most compelling aspects of their story.

When we miss the core essence of a brand, when we leave out the compelling and inspiring story that underlies a vision, then we tend to rely on a sales approach to marketing, which means hype, discounts and quantity of marketing versus quality. In this space we tend to look for the silver bullet, the next marketing trick that will bring us all the customers we need. Some marketing experts refer to this as “push marketing”—that we are pushing our message onto as many people as we can so that enough of them will say yes.

In contrast to push marketing is “pull marketing,” which means we create tension through content such as blogging, vlogging, social media, giving talks and interviews, podcasts and so forth and we seek to pull people along with us. The tension we create is that our product is valuable and you need this.

The Missing Element in Marketing

What we offer our clients is to introduce an intangible feeling into their marketing that energizes their brand and stimulates more connection. How we do this is by touching into the intangible qualities of the vision that underlies a brand. Common marketing approaches tend to gloss over this aspect of branding, and as a result they miss the most compelling aspects of their story.

When we miss the core essence of a brand, when we leave out the compelling and inspiring story that underlies a vision, then we tend to rely on a sales approach to marketing, which means hype, discounts and quantity of marketing versus quality. In this space we tend to look for the silver bullet, the next marketing trick that will bring us all the customers we need. Some marketing experts refer to this as “push marketing”—that we are pushing our message onto as many people as we can so that enough of them will say yes.

In contrast to push marketing is “pull marketing,” which means we create tension through content such as blogging, vlogging, social media, giving talks and interviews, podcasts and so forth and we seek to pull people along with us. The tension we create is that our product is valuable and you need this.

“Marketing is no longer about the stuff that you make, but about the stories you tell.”
— Seth Godin

The Power of Authenticity

Pull marketing is a great approach, however our approach goes further still.

The closer we can align a brand with the true essence of a company, the more authentic the brand is. And the more authentic the brand is, the more compelling and enticing it is to those who hold similar values.

Authenticity is magnetic. We are hardwired to be enticed by it, because it’s secretly what we all yearn for—to be our true selves. So, when we see a company putting itself forward in a truly authentic way our attention perks up and we want to know more.

The Power of Authenticity

Pull marketing is a great approach, however our approach goes further still.

The closer we can align a brand with the true essence of a company, the more authentic the brand is. And the more authentic the brand is, the more compelling and enticing it is to those who hold similar values.

Authenticity is magnetic. We are hardwired to be enticed by it, because it’s secretly what we all yearn for—to be our true selves. So, when we see a company putting itself forward in a truly authentic way our attention perks up and we want to know more.

“Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.”
— Howard Schultz
“Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.”
— Howard Schultz

Our Secret Sauce

Our secret sauce is to help people transform their brand and their marketing strategy in such a way that brings life to their business. If you’ve been banging away at your marketing for some time and not seeing the results, and most importantly, if you feel a resonance with these words then we can most likely help you.

If you have a vision that is deeper than what is currently being expressed. If you are in business for something more than profit—which doesn’t mean that you don’t want to be profitable, but rather that you see profit as the byproduct of doing the work you love—then we can definitely help you.

This is not a sales process. We only want to work with those we feel we can help. This is also how we encourage our clients—to create deeply resonant brands and then attract their audience to them through the magnetic pull of authenticity.

This approach works regardless of the business model or industry. It’s about tapping into something deeper and more resonant than mere features and benefits or price and convenience.

If you’re still reading and these words are connecting with you in some way, then we look forward to hearing from you.

Our Secret Sauce

Our secret sauce is to help people transform their brand and their marketing strategy in such a way that brings life to their business. If you’ve been banging away at your marketing for some time and not seeing the results, and most importantly, if you feel a resonance with these words then we can most likely help you.

If you have a vision that is deeper than what is currently being expressed. If you are in business for something more than profit—which doesn’t mean that you don’t want to be profitable, but rather that you see profit as the byproduct of doing the work you love—then we can definitely help you.

This is not a sales process. We only want to work with those we feel we can help. This is also how we encourage our clients—to create deeply resonant brands and then attract their audience to them through the magnetic pull of authenticity.

This approach works regardless of the business model or industry. It’s about tapping into something deeper and more resonant than mere features and benefits or price and convenience.

If you’re still reading and these words are connecting with you in some way, then we look forward to hearing from you.

Ready for your authentic brand?

We would love to hear about your vision. If there is something missing or not working with your marketing, if it doesn’t feel quite right or fails to convey the true essence of what you’re about, we can help. Give us a call. Let’s get started.

Ready for your authentic brand?

We would love to hear about your vision. If there is something missing or not working with your marketing, if it doesn’t feel quite right or fails to convey the true essence of what you’re about, we can help. Give us a call. Let’s get started.

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