Have you heard of the quote, ‘people buy why you’re selling, not what you’re selling’?! We live by it. It’s important to be transparent with your WHY. Make sure your target market is aware of your vision, mission, manifesto, goals. People love being able to buy into a vision of a company, as well as the product itself. Look at Thank You water. Look at Who Gives a Crap toilet paper? Why do we buy those products over more generic brands? Because we know it’s making a difference to the wider world, not just putting money in someone’s pocket.
Joe Lazauskas, regular writer for Contently, recently called for brands to stand for real, human causes: “Increasingly, consumers want brands—and the people who work for them—to fight for something more than profit. According to a recent Nielsen survey, more than half of people across the globe are willing to pay more for products and services provided by companies that are committed to positive social and environmental impact. In the U.S., 91 percent of consumers are likely to switch to a brand associated with a good cause.”
The same goes for company culture on a smaller scale; your employees and colleagues need to be constantly excited and motivated to strive for the good of the company. Invest in your staff, nurture them, believe in them, and they will return the favour by being key advocates for your brand.
Last year, we held a Dream & Do strategy day, where Tara shared her ‘blue sky’ vision for the business and asked all the employees to do the same, filling out a ‘dreamcatcher’ and gallivanting around Sydney with coloured pens and paper while talking and thinking about the future of Dream & Do. It boosted company morale, bonded us as a team, and made everyone enthusiastic for what’s to come.
Following the strategy day, we implemented a few goals for 2016, as a team and business, including a Creative Let Loose area in the studio for when we're feeling a bit stunted, a reward incentive scheme, creative team excursions and a Dream Dollars program.
Our two favourite TED talks on this matter are: Simon Senik ‘How Great Leaders Inspire Action’ and Ricardo Semler ‘How to Run a Company With (Almost) No Rules’. Highly recommended!