We have a tendency to do some quick shopping at the local QFC near my wife’s office before we head home. We also shop at the QFC near our home and always use the club card. But these guys are soo good that they recognize @dianego ‘s love for cheesse overcomes the fact that we did not live in the geotargeted area.
I was pleasantly surprised today when I got to the mailbox and found that our University of Washington season tickets had arrived. Besides the season tickets there’s always a coffee card preloaded with $5 from Starbucks. What struck me about the card this year was that they made the connection to a traditional pre-game trek to the U Village store for coffee…the reason this year is special is due to the fact that the games are being played at Century Link Field while Husky Stadium is being renovated. Starbucks messaged that we should head to the store near HQ. Way to make the local connection.
As a marketer for dotcoms, startups, and large companies over the past 20 years, I’ve had the opportunity to work with some amazing people who are sought-after influencers in their respective industries. The trait they all have in common? A solid micro brand.
They also are experts in their specific field, confident in who they are, and not shy about sharing their knowledge. But first and foremost, they are great listeners and teachers. They spend time cultivating their brand by curating their relationships, both online and offline. Lastly, they are genuine. They say what they do and do what they say.
In our tech driven world, they are high touch and welcome the face-to-face meetings. Because in the end, as my friend Ted Rubin would say, it is about the “Return on Relationship” and it is about serving without expectations.
You need to choose what your micro brand represents. If you know who you are and what impact you want to have, this should be easy. Jeremy Epstein put it most succinctly “Building your brand online (and offline) just takes time. It also takes rhythm and process.”
For me, the rules to help foster your micro brand boil down to a couple of essential things: establish your area of expertise, and define and stand for your values as you build relationships.
Over the next few months on this blog, I’ll be talking to people who I think have mastered the micro brand concepts. I’m looking forward to these discussions, and hope you’ll join me here. Connect with me on Twitter @khodyg.