Written by: Vickie Sullivan | September 24, 2019
A Great Way to Rebrand Yourself
Sometimes we enter a market as a novelty and stay long enough to be one of many. This Pinterest infographic from Social Media Today shines a light on a great way to rebrand when too many players enter and create confusion.
While useful, let’s move past the infographic format and subject matter. Check out that second paragraph: “… pitches themselves as a catalogue of ideas.” Here’s why that is a brilliant masterstroke:
• Separates from the glut of social media platforms. In the beginning, the format was sexy. Now, not so much. So instead of changing who they are, Pinterest merely focused how they are used. It’s still part of the category, but the role makes them stand out. How you can apply this: Don’t lead with methodology or who you are. Everyone has an approach and good story. Ask yourself: What is my role in the buyer’s journey?
Listen: Three Great Roles and Why They Work
• Leads towards outcome without being the outcome. Buyers come for ideas, and they leave with stuff to make that vision a reality. Yeah, Pinterest is a marketplace, but “catalogue of ideas” is more aspirational (and thus more attractive). The business case: It gets the buyer in the interested stage and leads them to buy. (Check out the stats — many searches are unbranded.) The unspoken message: You don’t have to know what you want in order to use Pinterest. This right here is advertiser gold.
It’s tempting to think of rebranding as this huge big undertaking. Most of the time, though, it can be one small change that reframes everything. If you want to go big, think small first.
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