Nature is Full of Good Brand Advice
Nature is full of good brand advice. The latest example I found was at the wonderful Callaway Gardens Resort in Georgia. While visiting with my family during spring break, their tulip garden was in full bloom. What I saw in those rows of beautiful flowers gave me pause.
While walking through the varied tulip sections with my wife and kids, I noticed one bright red bloom in a sea of light lavender-colored flowers. The contrast in colors was so stark that I spotted the singular red bloom from 20 yards away. It was different from the crowd of blooms around it and the tulip stood out beautifully. Naturally, I thought to myself, “Now there’s a plant that understands marketing!”
I took some photos of that unique red tulip and thought the lesson was over. However, as I kept walking another and perhaps more important learning opportunity lay ahead. In the next field were 100,000 tulips of all colors and varieties planted in no particular order. It was a sea of color and each tulip was different from its neighbors. I thought to myself, “How the hell do you stand out in that crowd?”
The answer came to me from one of the garden volunteers. While discussing the stunning tulips, he shared that we came at the perfect time to see them in bloom, as they would only last a few weeks. That made me think about the power of being consistent and persistent in marketing.
Ultimately, the tulips that will stand out the most are the ones whose blooms last longest. When other tulips fade away, it’s the flowers that persist that will capture your attention. Your business can enjoy those same benefits, but you have to be consistent and persistent in how you tell your story.
Unfortunately, most companies aren’t capable of sticking to their story. There’s always some bright shiny distraction that pulls them away. However, as our tulips proved, if you remain consistent and persistent with how you share your story while your competitors fade away the results will shock you.
The human brain is programmed to respond to consistent and persistent messaging. The more we see and hear your story, the more we believe it. The more we believe it, the more we act on it. All of which makes customers think of your brand more often than someone else’s.
There is tremendous value in being different, but it only pays off if you keep telling your story consistently and persistently. Find the right story and become relentless in how you share it. Be the bloom that lasts the longest and you’ll reap many benefits.