To effectively increase Share of Time, marketers have to stand for something that goes beyond product and pricing. Simply put, they have to believe in something.
And that brand belief becomes the thread that unites all of their external activities with all of their internal values.
It’s one thing to believe in something, it’s quite another to present it with a distinct and authentic personality. Winning The Battle for Time is much easier with a beautifully designed, carefully articulated brand that eliminates jargon and has real conversations with its customers.
The most effective marketing a brand can execute is its people simply delivering on the brand promise. It’s never been more important for the personal brands of a company’s staff to be completely aligned with the organizational brand through their values and actions. This takes events, internal loyalty programs, and robust training and development.
SOLVING PROBLEMS & ADDING VALUE
Sometimes, winning The Battle for Time starts with actually saving the customer time so they can move on to more interesting and compelling things. Most disruptors are simply solving the problems that the establishment can’t or won’t. It’s a new product. A new business model. A new payment process. A new distribution approach. A new app. A new web experience that respects time and gets the customer in and out and back to the more important things in their lives.
There’s nothing we like better than the sound of our own name.
But it goes well beyond personally addressed emails. The capabilities of data mean that people expect not only communications but products, services, and experiences geared towards them as people. The more personalized and customized a brand is, the less a brand wastes someone’s time with messages or products more appropriate for someone else.
FACE TO FACE
As we’ve moved more and more into digital channels of communication to cut costs and save time, we’ve done so at the expense of the face to face experience.
We turned our back on retail. We avoided brand activations. We’ve downplayed events. We stopped investing in personal experiences. Face to face offers unique opportunities because consumers are craving them.