Episode two of the Hacker Academy podcast. Welcome, back guys. I hope you had a great day yesterday. In episode one, I was talking about how I’m launching a 30-day brand hacking challenge in a few weeks from now, and what it would mean. Click here to read Episode 1. Today I wanted to go explore that a little bit deeper.
The reason I actually came to this situation where I wanted to launch this challenge was that I have been working with brands for a very, very long time.
Most of the time, even when clients pay me a lot of money to work on their brand strategy, to work with them where we go through the entire brand immersion process, and we work out their kind of brand positioning strategy, and then we move on to creating the story their offer which is, of course, the service or product and then we move on to building up the messaging strategy. And from there, of course, marketing and things like that.
The end result of that process would be a brand strategy playbook. A kind of guideline that the brand stakeholders have to sort of follow and utilize. But about 50%, maybe 60% of the time, as soon as that exercise is over at the strategy workshop, or the strategy process is done, the client is excited and they take the base tenet of that and put it into their business and start seeing results.
But over a period of time, they start to slow down. They start to slack off. As soon as they see a little bit of a result, the importance of the playbook sort of dies down.
That’s quite natural. That’s how the human mind works. You know, there is this old adage that people only pray when they’re in trouble. They go to church, or a temple, or a synagogue, or whatever it is when they are in trouble. People remember God or a higher power when they’re in trouble.
Just like that. People only look at the company process, they look at the brand principles, or the brand strategy only when they’re in trouble. And most of the time what happens is that when they’re in trouble, the revenues, the sales of the companies would have already been hurt. Which means that they would not have enough money to implement change, or to implement the right kind of marketing strategies, or to put money back into advertising, or whatever it is.
So it is too late by that time. Therefore, it becomes a vicious cycle. And by some miracle, if they manage to come out of the slump and sort of maybe start making sales again, the cycle repeats. Maybe not immediately, but usually, it repeats.
So I thought, “Well, how can I turn this strategy process into something that brands can really take seriously?” So that’s one part of the story.
The other part is that I’ve been doing brand strategy and positioning strategy for years and years and years, and I worked with hundreds and hundreds of brands. And what I’ve noticed is that things change. Things are changing.
The way people look at brands, the stakeholders and the owners of the brands, and also the market segment. The way they look at brands is changing. It’s changing radically. But brand stakeholders and business owners, entrepreneurs, are still looking at their brands from a legacy perspective.
They’re still looking at their brands from a perspective that is dated. That’s the second part of the story.
So bringing these two together, I thought: How can I create something – a platform, or a product, or a service that can bridge the gap? That can, on one hand, make brand holders, brand owners accountable? And give them a challenge that would bring them up to speed, and really implement the strategies, and really come up with something that they are part of?
Not simply an agency just creating their strategy, which then becomes just a guideline down the line, to a position where the brand owner, the entrepreneur plays a significant active part in coming up with a strategy. In taking ownership of the strategy and marketing, plus really understanding what it is. Because understanding the brand strategy or understanding how things work really go a long way in making sure that you run your brand, you run marketing campaigns to success. To doubling your revenues. Tripling your revenues. Even 10x in your revenues.
I felt that putting together cutting edge kind of marketing and brand strategies into a course, maybe, would really benefit entrepreneurs. So that was the basis of coming up with this 30-day brand hacker challenge.
So in the 30 days, we would go through building your brand. If you’re a new brand, fantastic. You’re going to be starting from scratch. But if you already have a brand, it’s even better because we’re going to restructure it. We’re going to start from scratch. We’re going to look at what’s going on with your brand. We’re gonna take it apart, so to speak, and put it together in a way that’s going to ensure that your brand will have success. It’s going to increase your market share, your sales, your revenue, and create a brand that will sustain itself without spending too much money on marketing and deliver results.
All right. Tomorrow I’ll go more in-depth into what my plan is for this 30-day challenge and what it would have slowly. I will also start introducing topics that I will be talking about so that you can get an idea of what brand hacking is all about. I’m gonna go into talking about a theory of brand hacking and then principles and so on and so forth. All right. You guys have a great day. And as always, go forth and prosper with your business.
