14 Dec Your Brand’s position at the dinner table
It is Christmas, Hanukkah, Kwanzaa, or New Year’s Day and your family has traveled all over the U.S. and even from other countries to spend quality time at home. The table is set and the turkey that has cooked overnight has just come out of the oven. The matriarch of the family adorns the table with candied yams, collard greens, corn bread, dressing, green beans, macaroni and cheese and a number of cakes and pies. But the holidays are not just about food, it is about the conversation that happens around the table between family and friends. Whether the discussion is about entertainment, politics, or religion, your position on a topic is heavily influenced by your experience. No matter how you feel about an issue, it is important to keep in mind that everyone (your audience) around the table will not agree with your rhetoric or your brand position.
Consider marketing your product or service to members of your family or personas as we say in marketing. How will you convey your features and benefits to the different consumers? How will their customs, experience and values shape the way you message to them? Are your values easily recognized and conveyed when speaking about your brand? Do you attract the customers that align with what you stand for?
- James “The cousin home from the Army”- James is the eldest first cousin that has spent majority of his adult life overseas. He stands in his truth and is committed to the red, white and blue. No matter which President is in office James believes that the Department of Defense is the most important government entity and should never be defunded.
- Greg “The unwed chauvinistic uncle”- Uncle Greg is the 45-year-old player who doesn’t see himself as the marrying type. He has strong viewpoints on ideals supported by the Republican party. He values the traditional family structure yet rebels against the idea of living that life.
- Karen “The independent world traveler”- Karen is the eldest daughter of the matriarch of the family who is passionate about social impact work in Kenya. She is approaches topics with a global mindset and does not believe in big businesses and governments regulating the ways of life for the middle class.
- Lewis “The old-school grandfather”- Lewis grew up in Alabama and moved to the Midwest to work in auto and steel industry. He still active with the Union organizations and believes that American jobs should not be shipped overseas.
- Ashley- “The Gen Z teenager”- Ashley is the youngest member of the family who is more concerned about being on social media than having conversations with her family. She consumes most of her news online and blogs daily.
It is fair to assume that you may align with only one or none of the above family members and that is ok. In business you will not capture the attention of everyone and you should not try to. Doing so will cost you energy, money and time. So during this holiday season be observant of the conversations around the table and how the values of others resonates with your brand. Need help with crafting your message and conveying your values? For as low as $397, receive marketing support through the White Rose entry level membership program. Click on the link for more details: http://whiterosemarketing.com/services2/membership/