346 – Why You Want a Micro-Weird Business with Denise Blasevick of S3 Agency

Gift Biz Unwrapped

You've heard of branding and marketing and sales. But have you heard of micro-weirding? Well, buckle up because that's what we're diving into today. Have you ever stopped to think about how you decide where you’re going to spend your money? Yes, a special eye-catching graphic or creative reel may lead you to discover a new brand. But more than likely, this weekend you’re checking out the deals from companies you already know and support. How did that happen? How did they get on your favorite list? And even more importantly, how can you get on other people’s favorite list? It happens through a strategy called Micro-weirding. Spoiler alert – it is like concocting a potion that magnetically attracts sales. Yep – you definitely want to make your business Micro-Weird. Denise is CEO and co-founder of The S3 Agency, a creative agency specializing in Brand Elevation. She’s worked with clients like BMW of North America and Eight O'Clock Coffee. A self-proclaimed "battler of boring branding," Denise believes that differentiated brand positioning is critical to sustainable sales growth – because when marketing is rooted in this positioning, customers make decisions based on differentiation vs. lowest price. Denise is an inductee in the Advertising Hall of Fame of New Jersey and has won hundreds of awards for her creativity. Beyond agency life, she spends as much time traveling and experiencing the world with her husband and teenage son as possible.

How To Use Micro-Weirding

• Give people a reason to give you their email. Get that valuable connection through the value of what you offer. Customers want a personal connection with the person behind the brand.
• Have a pillar of authenticity that’s relevant to your audience.
• Don't always define yourself by price.
• Branding isn't what you tell people. It's how you change their minds about what you sell.
• Creating a differentiated brand will attract people willing to pay more and give you a competitive advantage. If you don't have a brand you're just a commodity (examples: Starbucks, Apple).
• Communicate to people why you're different and better.
• Find many ways to connect with your audience that are differentiating and meaningful for your sales.
• If you make something many others make, differentiate by going ALL IN on something different and unexpected. It can be whatever you want as long as you're consistent with it. <-- Pro tip! Tune in for the full conversation on this!
• There are so many ways to connect that aren't obvious but can be differentiating and meaningful.
• Whatever your differentiation is, find as many ways to use it as possible. (example: the way you name your sizes or whatever).
• Have one thing that people remember you for. Make the brand experience more meaningful.
• ARE:
  • A - How are you authentically differentiating yourself?
  • R - How is that relevant to your target market?
  • E - How can you execute on that?
  
  
• Dig around on these 3 elements (ask your customers, etc.) to nail them down to identify your brand.
• How do you execute on your differentiation? Look at the entire experience you create. Consider every single touchpoint.
• What can you do beyond product, sale, next?
• Makers have an enormous opportunity right now. People want to support small businesses right now rather than buy from big chains.
• A brand is not a business. Getting a new logo won't do anything to transform your business.
• Price your products based on what they are worth, not just what it cost you to make it. Your brand is a big part of that.
• Make yourself more than a soap, more than a coffee, more than a sock.
• Any kind of handcrafted item is already special - make sure you hone in on that.

Listen to the full conversation for many more insights and tips on micro-weirding.

Resources Mentioned

• Tips & Talk 34 - Your Role In The Global Supply Chain Crisis
• Gift Biz Unwrapped Shop
• Inspired! Daily Planner - get it at 40% off with coupon code SALE for a limited time only!

Denise's Contact Links

Website | Facebook | Instagram | Twitter | Linkedin

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