As mentioned in Part 1 of this two-post series, a lot of the marketing we are currently seeing is tactical. It jumps onto trends or looks for the next gimmick to grab attention for a few seconds. It works — sometimes it even drives sales — until the next trend comes along and you’re forced to make the jump to hold attention.
We took a few points from our podcast with Donovan Goliath and delved a little deeper into something that we’ve cut our teeth (and bit out tongues) on — growing a brand.
We’ve found that building a brand through comedy can be very powerful as it allows us to poke fun at ourselves and engage with very human emotions, especially now, in a time when so much of the communication we see is aspirational and suggests that we should all be perfectly balanced yogis that eat nothing but organic free-range vegetables and live on white sandy beaches or in New York City penthouses.
Part 1 of this series, dealt with building a strong brand from the ground up and understanding your brand to create consistency, know where it fits, and build a loyal following. In this post, we take these thoughts a little bit further, exploring how your brand can grow.
When you’ve built a strong base for your brand, your next step should be finding ways to grow into new markets and find new clients. The quickest way to do this? It’s been said a million times (maybe for good reason) — put yourself in their shoes.
Your prospective clients are likely spoilt for choice, so differentiation and value become your linchpins.
Play the price game
Saving money appeals to most clients and can be a great foot in the door, but if your pricing model is unsustainable, your outputs suffer. By using price as your value proposition, you’re ensuring you keep your client only as long as no one comes in cheaper, and if a price war starts, it becomes a race to the bottom.
The other side of the low-price coin is that if you are priced too low, it may negatively affect how your brand is perceived — which is also why some luxury brands, such as Hermés and Louis Vuitton never have sales — but that all depends on how you want your brand to be perceived.
If your brand is as special as you think it is (it should be, no-one likes a copy-cat), you should be able to find a market that suits the way in which you differentiate yourself — either people that are searching for your offering, or people that relate to it.
Much like having a singular focus to guide your brand in the early stages of release, differentiation will help set your offering apart from your competitors, and should make your brand memorable.
How to ensure your brand is memorable? A strong brand positioning. Find your why.
Value, above all else
Value transcends price and differentiation, and it covers multiple aspects of your brand. It can come from your product or the service you provide (or that supports your product), but overall, it should be a holistic association of the brand, and this can only be achieved through consistently offering value at each step or interaction, thus every touchpoint and brand interaction needs to be considered.
It’s rare to see, but Goliath and Goliath managed to achieve each one of the above for their clients.
- They made sure, even though there were three of them performing at corporate gigs, that they were priced correctly and that for a similar offering, you would be hard-pressed to find a better.
- Having a team of three meant that they were different from any other comedians in their market. They had been working together for so long, they understood how to work toward the best outcome – from timing to laying each other up for the punchline.
- If you worked with Goliath and Goliath, they made sure you got more than expected. They understood their clients needs so well that they realised they weren’t there just to make the crowd laugh, but also to simplify the job of the person that hired them so that that person could focus on the important stuff — making sure the most important people were catered for. As a client, you were also given free Goliath and Goliath shirts — who doesn’t love a free shirt?
By successfully delivering on all three aspects, they built a loyal client base and ensured callbacks, year after year.
Over and above understanding their brand and delighting their clients, there’s something to be said for the trust the Goliath’s had in their team, and the belief that they had in their brand.
A strong team was integral to the success of Goliath and Goliath, with team members bringing specialised skills into the mix. This allowed each of them to focus on specific aspects of their business and grow it as a team. As they grew, along with the scale of their challenges, they were able to trust that each person had the best interests of the brand at heart and, as a result, would always do what was best for Goliath and Goliath — evidenced when Jason agreed to a lease in Melrose Arch and the rest of the team, though worried, bedded down and worked to make the club a success, building the Melrose Comedy Club in one of South Africa’s most premium retail centres.
The belief in their brand was there from the start, though maybe not as prominent, or outspoken (certainly not as much belief as Kanye West has in Kanye West). Starting any new venture is daunting, especially when you’re entering into a new industry that doesn’t offer the support or exposure that practitioners may need. If you’re learning ‘on the job’, this makes your experience even harder — especially when your failures are broadcast in front of an audience.
The Goliath’s believed in their brand and the fact that it could become something bigger than just themselves, this belief allowed them to enter into an industry with an outsider’s perspective and see opportunity where there may have previously been none — by organising their own events, creating a brand bigger than just one comedian, and finding clever ways to market themselves and delight their clients — building and growing the Goliath and Goliath brand into something that’s grown South Africa’s comedy industry and turned the Goliath’s into household names.
Built a brand that you think is a world-beater? Let us help you finesse the finer details – nothing beats clear brand communication. Reach out.
You can listen to Episode 7 of OneMoreQuestion, here: https://nwrk.co/donovan
We’re new at this podcasting thing and we would (genuinely) love your feedback. Tell us what you thought of our podcast and this article – did you love it, did it make you feel tingly inside, or do we need to go back to the drawing board?
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The Nicework Team