Everybody wants to be loved: Why you need early adopters and raving fans

 

 

 

Here's a glimpse into what my CV looks like as an early adopter:

 

1.    I registered my first website by Freeservers (www.onifemi.8m.com) a decade ago (2003). This was during my IJMB programme. At this time most businesses in Nigeria didn't even have a clue about the strategic role of a website. Very few knew or had email accounts. I decommissioned this site last year.

 

2.    I opened my LinkedIn page since 2003. This was before I graduated from college. I opened my Facebook page about the same time. Although I closed it at a point.

 

3.    I was one of the first people who had the opportunity to listen to Akon's maiden album (The Pot of Gold). Seems highly insignificant but you needed to be there when I invited my friends for an album listening party. It was surreal. The same for Asha's first album. In these two cases, it took the radio stations more than two months before they started giving huge airplay to these albums. By that time, I could sing along on most of the songs.

 

4.    A few months ago when I opened my Pinterest account, most people didn't even know what that meant. A lot more people haven't caught the bug yet. Now I am raving for www.fab.com and most people don't see it.

 

Trust me I can go on and on...

 

Honestly, this is not about claiming bragging rights but if you must know, the world needs early adopters. I get a very surreal feeling cooking this because; I am such a keen early adopter myself. I sure do know one or two things about embracing uncertainties. In this piece I share how to build an ecosystem of brand evangelists who can help drive awareness as well as create the much needed adoption that most start-ups desire. This is expedient because of the major cause of failure for most start-ups is the inability or failure to attract customers at the critical stage of the enterprise.

 

According to Marty Neumeier, a brand is a buyer's gut feeling about a thing; a product, a company, e.t.c. Brand is a four letter word. It is about love. The interesting thing about brands is that it's essentially emotional. Yes! It's very much about enchanting our way into the hearts and minds of people. To build a brand therefore requires a skillful blend of science and arts in the most authentic manner that creates such a zestful appeal. Guy Kawasaki has a lot to say in his recent book; Enchantment. I encourage you to read this nugget filled and insightful book. The aggregate feeling about a thing represents the value of such a brand which accumulates to be referred to as the brand equity.

 

Most people only get to join the bandwagon of users after a period that's less risky. The natural instinct in we humans make us to exercise caution before jumping on a new idea. At the same time, we form our impressions about people in the first few seconds of encounter. The most dramatic way to envision the challenge that most brands face is the “shelf scenario". Under this scenario, a buyer walks into a store and approaches a shelf to buy a particular product; he/she is faced with an array of the product with very similar features and price points. This is a typical case of dilemma. What is it that eventually informs the choice of product to buy? According to Havas Media Survey " People won't care if 70% of the brands disappeared". 

 

A more practical way to understand the war that goes on in the world of brands is the fact that in most cases, there's hardly a case of absolute monopoly which means that there are choices and alternatives. Choices and alternatives mean that brands better be upping the ante with respect to what makes them thick. There's nothing like untouchable in the world of brands. Loyalty today is simply a conditional allegiance to something. It's hard to claim immutability in a highly commoditized world. There are always substitutes!

 

So what has early adoption got to do with you? What the “ish” about it?

It has been said that the need to be loved or feel loved is the most important human need. It therefore means that we want to be accepted and more. In retrospect, most celebrities that fall from grace often commit suicide because they have to come to terms with the sad reality of not being as "cool" as they used to be. It is unfortunate but true.

 

I have a developed a list of things to consider to be able to successfully build a formidable brand that attracts early adopters:

 

1.   Start with why. Iconic brands are those entities that have a very clear sense of why they exist. To be able to build a brand, you need to clearly articulate the purpose. According to Simon Sinek (Author, Start with why) people don't buy WHAT we do. They buy WHY we do what we do. Apple has succeeded in building the most valuable company in the world not because of its brilliant innovation. Apple started during a period foremost as the counter-culture where people rebelled hierarchies. Apple's DNA resonates a clear sense of why. Apple's why is about challenging the status quo to empower ordinary people to do more. Its first product (Apple I) was the beginning of a new era (PC) which challenged IBM's dominated Mainframe era. The early adopters for Apple I PC were majorly hobbyists.

 

 

2.   Articulate a Point of View (POV). Standing for something is not adequate if you cannot clearly communicate that. A point of view represents the ethos of an entity. It is what announces it to the world. If you will ever get a chance to put a dent in the universe, you’ve got to have a unique point of view that bold enough to accentuate your point of difference. Apple's point of view is very unassuming. It shows in everything the company does. Early adverts in Apple embodied the spirit of emancipation. The launch of Macintosh had an unapologetic big bang about it with the tag line "The computer for the rest of us".

 

 

3.   Evangelize Inside Out. Guy Kawasaki was the first Apple Software evangelist. His job wasn't external marketing related but internal in every material respect. His job was to keep the euphoria on within the Macintosh team. How often do you come across an internal brand evangelist? Apple in its fashion taught us that charity indeed begins at home. If you cannot inspire your people to believe in what you are doing? Why should anybody believe either? To build a personal brand, one must believe and even psyche oneself at every point.

 

 

4.   Differentiate or Die. In a world filled with immense clutter and noise, a brand must be deliberate about maintaining a point of difference. Complacency is the number one killer of brands. A brand must recognise that differentiation is not an option. It is a lifelong calling. A brand must be willing at the risk of making mistakes embrace uncertainties in fulfilling this creed.

 

 

5.    Be true. A brand must maintain a clear sense of purpose. Being original and authentic remains the hallmark of iconic brands. This is the secret of the world best brands. This is what they do to remain fresh in our heart and minds.

 

Every brand need raving fans. People who can blow its trumpet. Who can take the gospel of it's difference to others.

Image Credit: Google Image