Know your competition, but don’t try to become them

One of the foundational activities I love to do with my clients is to look at similar businesses or organizations to see what they're doing and whether it's effective.

The goal isn't to emulate them or even to get inspiration. It's about finding gaps in the marketplace that could be filled with my client’s business offerings or through communication and marketing differentiation.

Being different is GOOD. After all, if every company presents itself in the same way, what's the point? Imitation may be the sincerest form of flattery, but it's not going to show how you're different. And your strength lies in what you do differently.

The long game of marketing and how to play it for sustainable business growth

It takes any business time to build a robust marketing program. It's not something that will happen in a day, a week, or even a year. This is particularly important to realize if you’re frustrated with the growth (or lack thereof) you’ve seen in your business so far. It’s understandable if you’re starting to wonder if your business will ever take off.

Is marketing the magic bullet that will save your business? It can be. The question is whether that momentum will come within the timeline you need or desire.

Your marketing needs more than one perspective: the importance of diversification in marketing

It’s no surprise that consumers expect more from the brands they’re supporting.

Recent years have shone a light on the broken and unethical systems that are in place in our society and the general public, particularly younger generations, want to support brands who are instead demonstrating values like diversity, accessibility and inclusion.

As business owners, it’s our job to respond to this public demand, and ensure we’re making authentic diversity and accessibility a priority in our marketing. (Not just because it’s being demanded, but because it’s the right thing to do).

Here are a few common issues that I see far too often in marketing.

Content, MarketingJasmine IrvenAugust 29, 2022diversity, inclusivity, inclusion, authentic, authenticity, marketing strategy, Marketing, voice, brand voice, activism, contentComment

Case study: Don’t write "how-to" articles that aren't helpful

There are probably hundreds of millions of marketing-related articles out on the internet. A big portion of those articles are "how-to" guides for various activities us marketing types like to encourage business owners like you to implement.

The problem is that way too many of these articles have little to no real value in them.

Let's break down the points of one of these articles and instead review what real value looks like.

Authentic inclusion and activism aren’t tied to a calendar

One of my favourite things about raising a “Gen Z” kid is how outspoken he is about marketing nonsense. Leading up to Pride Month, he mentioned the inevitable rainbow washing that was coming several times. While he may only be 14, he already knows when he sees something disingenuous.

And this applies to far more than our 2SLGBTQIA+ friends. It stands equally for BIPOC, disabled folks and every other historically marginalized group. Inclusion and activism aren’t marketing strategies. You either do it for real from the core of your business, and your business values, or you're not being authentic.

Here are some brands that get it.

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