A really important part of your brand story, which is often overlooked, is showing your process.
We talk a lot about the golden circle, the why, the how, and the what.
We put a lot of focus into the why, the purpose behind that brand. We spend a lot of time talking about the products and how people can buy into it.
But often we overlook the process of how we do the things that we do, and that is an opportunity for your brand to really stand out and communicate trust, integrity, and personality.
There is a fear that people have about letting others into their process, letting people into the secret part of how the business runs.
Maybe you are worried about what people are going to steal from you, that they are going to take your idea and do it better.
The reality is, if you are really good at what you do, it doesn’t matter, because people are not going to be able to copy it.
People are not going to want to do it to the level of professionalism that you do.
They might be able to do it for a week, but to consistently show up and do those things again and again is not as easy to replicate.
One of my clients, Ellicar, creates natural swimming pools.
These are big investments that you are making into your garden. It is an emotional purchase. It is an aspirational purchase.
But at the same time, when you are making that kind of investment, you are going to want to know about the process.
You want to know about the company you are bringing in to do it. Are they trustworthy? Do they do things to the highest standard? Do they care about the details as much as you do?
You buy on emotion, but you rationalise with logic.
So helping people to understand the process is a key part of decision-making.
What we challenged them to do was create a documentary series, taking you through the whole process from start to finish.
From that initial consultation, through to the design phase, choosing materials, construction, landscaping, all the way through to the final reveal.
When you are comparing two companies who can deliver what, on the surface, looks like a similar quality, you are going to trust the one that has been really open about their process, their approach, and has shown you every single step along the way, including what goes on behind the scenes.
