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Tracking Wonder - Your Brand Story

Content Marketing: Ideas for Shaping Your Brand Story

Tracking Wonder - Your Brand Story

Image: Unsplash.com

If you can make people feel something you can generally grab their attention. Your brand story matters because your why is the powerful driving force getting you out of bed even on the days you’d rather roll over, ignore what needs to be done and binge watch Netflix.

It’s also a pretty compelling reason for other people to notice and ultimately invest in you, your book, your brand or business.

Whether it’s a personal story or the inspiration behind what drove you to create your business, story is what as humans, we’re wired to we resonate with deeply.

My work with clients involves lots of field research and study of models so we can iterate, emulate, and innovate. In a nut shell, see what works. Here are 3 surprising sources for inspiration for story I think you;re going to enjoy.

1. Johnny Walker

Yep, the bourbon. Actually, two German university students submitted this 90-second film on spec to the bourbon brand legend. Watch how it piques your curiosity, raises questions in you about the men’s relationship & who’s speaking, and where – if anywhere – they’re wandering.

The product isn’t the Story. The brand Story here is how the product is entwined in people’s lives, memories, and celebrations. Even the tough-minded are likely to shed a tear at the poetic script’s truth and beauty. In 90 seconds.

My questions to you: The next time you shoot a program or product video, how can you pique curiosity instead of being obvious? How is your product or program or service entwined in people’s lives for the better? You don’t need a 6-figure production budget.

2. Starbucks Upstander

Warning: There’s a not-so-subtle political drive behind these stories. Still, it’s an example of how real stories of real people can drive home a point. If your brand is justice-related or if you’re a social entrepreneur, take stock.

My question to you: How can you tell stories of “ordinary” people who are fulfilling a mission or the core values your brand stands for?

3. Jonathan Fields: One Author’s Quest to Plant 10,000 Trees

Jonathan combines his passion for nature with his quest for a good life in the “10,000 Tree Good Life Forest” Project. Here he tells the story of his book and his personal quest in a context that matters.

My questions to you: If you’re launching a book or product, what larger mission that might involve partnership or collaboration can you imagine? Tap into both your core values as well as the book’s or product’s content. Remember, your book is not your Story. It’s only a part of the brand Story you’re living.

If this blog speaks to you I invite you to join our The Tracking Wonder Quest Community. Our community is comprised of professionals, entrepreneurs, creatives, teachers, coaches, and consultants dedicated to doing Business As Unusual. I’d be pleased to have you join us.

Source: Unsplash

Learning: The New ROI

Source: Unsplash

Source: Unsplash

Whatever it is you’re building, creating, or advancing, when you think of your return on investment, weigh it on what you learn in the process. This is often over looked or not calculated into the final ROI at all.

Backstory

I laid out rows of three acorns on the lawn.

Me: “How many rows of three are there?”
7-year-old: “Foherr” (she rolls her ‘r’s as if she were French).
Me: “So, how much is 3 times 4?”
7-year-old: “Twelve!” Read more

Tracking Wonder - Brand Story Strategy

Content Marketing: Lead With Your Story

Tracking Wonder - Brand Story Strategy

How a local clinic and an alpaca farm benefited from brand story strategy.

I see a lot of businesses (as well as online entrepreneurs) make the same mistake when they build a website and venture into content marketing and social media. Business owners unintentionally bring old assumptions about advertising & marketing to online content and social media.

Traditional advertising is about pushing your product or services onto customers or potential customers.

The ads might be clever to get attention. You pay a premium for advertising and invest in expensive print collateral, and you just sort of hope somehow by virtue of advertising’s messenger pigeons that the right person will get the mail and show up at your door.

So what happens when a business owner steeped in traditional advertising and marketing ventures into the brave new world online? Read more

Tracking Wonder - Consistency for Success

The Power of Consistency For Business Growth

Tracking Wonder - Consistency for Success

Consistency is your ally to steady growth in creativity, business, and life.

While it may sound unsexy, you know and I know the best laid plans will fail without a dedication to consistency. If you’re running a small business or you’re a solopreneur, the power of consistency for success is particularly relevant. Here’s a few ways that consistency will fuel growth for your business and life. Read more

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Brand & Innovation Digest – February 2017

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Image: Unsplash

During the past month, Tracking Wonder’s research assistant Gianna Kaloyeros has curated some of what we deem the most relevant studies, stories, and news that will help you and your team excel at having the most impact and influence via brand building, storytelling, and innovation.

– Jeffrey, Chief Tracker at Tracking Wonder

Four Reasons Every Startup’s Brand Needs Attention

From Forbes.com
With a personal account and wealth of advice from an entrepreneur and investor, Kumar Arora nails down the four biggest priorities for startups building their business. Don’t wait to start building the brand culture, he says, even in the infancy of the business. Among the four priorities is making sure your brand has a carefully considered name, builds customer loyalty, remains a source of inspiration, and sets your business apart from the competition. Kumar Arora @karora007

Read more

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Basecamp Templates: A Delightful Time-Saver

Image: Unsplash

Image: Unsplash

Guest Post by Erin Haworth, Tracking Wonder’s Systems Shark

The Remote Team’s Time Challenges

I’m fortunate to be Tracking Wonder’s operations manager and overseer of a dynamo team of remote contractors. It’s common for three or four team members to be working on one client’s brand story, strategy, website and online assets at any given time.

Projects like these require lots of coordination and lots of collaboration. But that’s not a simple task considering our team doesn’t work from a single brick-and-mortar studio. We need an entire team to operate on the same page even though we span 4 time zones, 6 states, and 2 countries.

Our projects also require we be responsive to each other and to our clients in a timely fashion. Again, not easy. But that’s what I do at Tracking Wonder – I track problems until I find a viable solution. Read more

business artist

The Time to Rise is Now

business artist

In June 2014, I kept hearing a rumble underfoot. People were frustrated. Hard-working people. People stifled in Silicon Valley start-ups that perpetuate business-as-usual tactics in new guise. People in digital entrepreneurship turned off by get-rich-and-famous-quick promises that perpetuate more of the same on a new medium.

I tuned in. I tuned in with what bothered me and with what seemed to bother so many entrepreneurs, professionals, and creatives within our community. What they complained about – and often what held them back from advancing their own endeavors – often boiled down to things they perceived still happening in traditional business and digital entrepreneurship.

Things like lack of integrity. Manipulation. Automated efficiency in place of relationship and engagement.

Here’s what bothered me more than the business-as-usual patterns I witnessed:

These perceptions of business-as-usual were holding back members of our community who otherwise are accomplished, work hard, create astonishing things, and want to make a positive difference.

Good people being held back – that bothers me.

Read more

Courtesy of Creative Commons

Your Book, Business, or Brand- Which one first?

Courtesy of Creative Commons

Courtesy of Creative Commons

Which do you develop first? Your book, business, or brand?

This question comes up at least once a week among clients, organizational leaders, or prospects: Can I write the book without building a brand? Do I have to build a business around a book? How do I do both? Which one first?

You can do whatever you want. So much depends upon the goals you cart around. Today I don’t want to answer these questions. I want to raise them and start the conversation. Read more

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The Poetic Science of Business Artistry

 

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I’ve been talking with numerous business artists this past week about what it takes to go deep + innovate in a way that brings them a viable return on their labor.

I am reminded of how a woman born to the poet Lord Byron and to a mathematician helped innovate the first programmable computer in the early 19th century.

Her model and more can give us perspective on developing the “poetical science” of business artistry.  Read more