All marketers know that attracting attention to your brand is essential to increasing engagement and building relationships with your customers.
The key is figuring out what makes your brand remarkable - those unique qualities that turn heads, create buzz, and evoke emotion in viewers.
That’s why Julia Jornsay-Silverberg and Andres Medina invited #SMWL22 Speaker Rich Brooks onto our monthly live show, NOW & Them, as the final guest for 2022 to discuss The Remarkability Formula and how to discover what makes your brand remarkable.
Rich Brooks is the founder and president of flyte new media, a digital agency in Portland, Maine, that’s been in business for nearly 25 years. He is a nationally recognized speaker on entrepreneurship, digital marketing, and social media.
He founded The Agents of Change, an annual conference and weekly podcast focusing on search, social & mobile marketing.
Rich is the author of The Lead Machine: The Small Business Guide to Digital Marketing. This popular and well-received book helps entrepreneurs and marketers reach more of their ideal customers online.
He appears regularly as the “tech guru” on the evening news show, 207, which airs on NBC affiliates in Maine. He has also appeared in Inc.Magazine, HuffingtonPost, FastCompany.com, CNN.com, Social Media Examiner, and many other news sources for stories on digital marketing.
Learning and applying Rich’s advice can be the difference between standing out from the crowd or blending into the sea of samesies.
In this blog post, we’ll discuss how you can uncover these valuable insights for yourself – giving your brand an edge over its competitors!
Understanding What Remarkability Is:
To discover what makes you remarkable, you first have to understand what remarkability is.
“The word remarkability is terrifying to some people because there’s self-doubt but the point is that there is something that makes you different.” @therichbrooks (click to tweet)
Remarkable simply means worthy of being remarked on.
For brands looking to do this work, the key is in figuring out the unique thing that you do for and with the people you serve that sets you apart and is worth remarking upon.
The goal? >> Get people paying attention and mentioning how you’re helping people.
How To Discover Your Remarkability:
The first step to discovering what makes you remarkable is to do some self-reflection.
It’s critical to spend time understanding what is of value to the people you serve and work with because the reality is, it’s up to them.
It’s not up to brands to say that they, themselves, are remarkable. It’s up to customers to determine if what a brand thinks is remarkable is truly remarkable.
Your remarkability could be your energy; your specific way of solving problems or your communication style.
“Your remarkability might be something you do every day and don’t even realize it’s remarkable.” @therichbrooks (click to tweet)
To discover your remarkability, we encourage speaking to the people you work with and for. These people know intimately who you are and how you show up; they are the perfect people to get feedback from.
The Remarkability Formula:
When brands come to market with the same old same, executing marketing ideas and strategies that everyone else is using, it becomes nearly impossible to capture attention and create compelling offers.
Brands must do the strategic work upfront and discover their uniqueness, and continue engaging with customers to get their feedback, to stay remarkable.
So, how can your brand get started with this work?
We highly recommend using Rich’s Remarkability Formula, which can be broken into four lenses:
This is often the first step in the journey and where people and brands start doing this self-discovery work to identify their remarkability.
During the find stage, you identify and name what makes you remarkable. It’s the simple act of identification and finding that one thing that makes you different.
During this stage, your brand niches down on what you found in stage one.
This involves focusing on that exact remarkability element so that you become the only company serving your particular audience with your particular solution. This is what gives you a competitive advantage.
This stage is all about creating something. Perhaps you create a new program or event – something outside of your traditional offerings.
In forge, it’s about trying new pathways and seeing what sparks attention and drives people to you.
In this stage, you take action to position what you offer and frame it to make it attractive to your audience.
This could involve a new offer, something you created during the forge lens, or it could be a tried and true offering that is already established.
The goal of this is to hone in on what’s truly valuable for your audience.
Putting It All Together:
So often, marketers get excited about the platforms that we’re on. We start a TikTok or introduce a new email newsletter, and we go guns blazing at the start.
And while these platforms and strategies are important, the problem is that there are so many creators and so much competition for attention that it is critical to find the one things that truly differentiates you.
Once you have that, the rest of your marketing becomes so much easier because you’ll be able to easily identify who your ideal customer is and what they’re interested in.
“The most important thing is understanding who your ideal customer is and where they hang out online.” @therichbrooks (click to tweet)
By zeroing in on what makes you remarkable, you will be able to craft content that effectively captures attention, articulates your message builds relationships, and enhances the experience your community has with you.
To get inspired by Rich, we recommend checking out his website and listening to his podcast.
What do you think about the remarkability formula? What do you think your unique remarkability is?
We’d love to hear from you in the comments below!