Ah. The Great Cultural Divide. And I’m not necessarily talking about geographical culture either.
Did you know that every business on the planet – whether it’s 1 person or 1,000 – has it’s own culture? It’s true!
A business culture forms from a way of speaking, a set of ideals, a way of doing things…
And where culture forms, language is hot on its heels. Your business’ language consists of shared lingo, attitudes, processes, interests, missions, experiences and more. It’s a way of communicating that is unique to your company and to your industry.
And when your customers speak that same language, the results are… magical.
Unfortunately, many business owners lose sight of a maxim that’s as true to marketing a business as to personal self growth: “This above all: To thine own self be true.” They warp their cultural language to conform to some ideal market they want to target.
Guess what. Capital N – O… NO!!
It’s not the market that defines the culture, but your culture that should define your target market.
Think of it this way – a Porsche dealer would hardly use mommy talk to promote it’s 911 GT2 sports car. And you sure as shootin’ wouldn’t hear street slang used to market a Ford Aerostar minivan. Each of these cars has its own micro-culture, and to market them any differently would be a disservice to all involved.
When you try to be something you’re not, be prepared to be called out.
Please don’t misunderstand me. There is an element of genius in being able to adapt your communications to make different customers feel welcome, special and comfortable. But the point is this: Hold true to the core culture that makes your business the unique success that it is.
This Week’s DMT Challenge
PART I: Take a look at the website home pages of some of the corporate giants – Coca-Cola, Wal-Mart, NASCAR, McDonald’s, choose-your-own. Look at the colors, the images, the content and the layout. These are companies that have spent bookoo bucks and quality time defining the culture of their company. Do you think their websites succeed in getting the right message across?
PART II: See if you can define some cultural features of your own company or the company you work for. What’s your company mission? How does your staff interact with customers? How do they interact with each other? What’s the dress code? What are the most popular topics of conversation?
PART III: Now take a look at your own website – or any other marketing materials. Again, look at the colors, the images, the content and the layout. Do they communicate what you’ve defined above?
Incidentally, for those who are curious, “fo’ shizzle my nizzle” means something along the lines of “Most definitely, my African American brother.”
Is DMT Artistry the “bees knees”? Fo’ shizzle my nizzle. Let us prove it to you.
Dawn M. Tomczyk | DMT Artistry LLC | 810.923.4582 | email@example.com