Reading Time: 3 minutes

I am currently reading a best-selling book called Atomic Habits. In all fairness I have just started it and thus far I am only two concepts in. One concept involves in order to change it is a series of little things (hence the name atomic, from atom), that help you get where you need to go. The second concept is not so much about outcomes but creating an identity for yourself. Who do I want to become?

As an advertising agency it made me realize building a brand is like building one’s own identity. You need to build an identity (brand) and that identity (brand) is created with small, atomic steps.

As an advertising agency, we like to ask of the brands we represent the following:

  • Are you doing all the little things to build your brands identity?
  • Are you utilizing market research? This can be your own first party data, or second- and third-party data. 
  • Are you reaching the right people? Your research and data will confirm where your sales are coming from and does the research support you are targeting those audiences with minimal waste.
  • Is the messaging going out to market on point? Are you testing the messaging and gauging the engagement? Are some messages working better than others? Does your messaging have a correlation to sales? Is there a call to action in your messaging?
  • Have you thoroughly evaluated ALL the media platforms to see which ones best serve your needs? Do you need mass reach of OOH or traditional TV to foam the runway? Do you need a more targeted approach that streaming and social can provide? 
  • Are you using the right message for the right medium?    
  • Are you circling back to customers to ask them why they bought your product, and asked about their experience? (You can then use this feedback in your messaging)
  • Can you move your brand from a want to a need?
  • Can you create a fear of missing out if someone does not buy your brand now?
  • Have you made it super convenient to facilitate a fast transaction?
  • Can you deliver what you promise so a consumer will buy again and more importantly tells others to buy your product?
  • Have you asked, what can I do to make my brand even better?
  • How is your brand truly different? Or if it is not, how do you create urgency to purchase?
  • Does the current economy have a negative or positive impact on my brand?

Above are just some questions to ask of your brand. There are many, many, many, many, more. 

Why do we, and why should you, ask a lot of questions of your brand? You need to realize you created a brand that most likely has many competitors. Realize that NIKE was founded in 1964 as Blue Ribbon Sports and in 1971 changed its name to Nike. Nike comes from the Greek and means the goddess of VICTORY. In 1980 Nike reached a 50% share of the athletic shoe market. In 1988 the “Just Do it” slogan was created and was recognized by AD Age as one of the top 5 ad slogans of the 20th century.

It is fair to say that Nike came a long way from 1964 and Phil Knight selling track shoes out of his car in Oregon. You can bet along the way he asked 1000’s of atomic questions to build the brand and understand the marketplace. What some see as an “overnight success”, was years in the making, and was achieved with small atomic steps. 

Get with your teams and brainstorm. Time to ask more questions and build your brand one atomic step at a time.  

Written by:
Harvey Shapiro
Director of Retail Relationships