Author: Marni Burns

Marni is the founder and Creative Director of Seed Agency. She is driven by the idea that humans seek happiness that comes from a feeling of connection—to the people, places and systems that surround them— and her mission is to use this insight to create more meaningful relationships between people and brands.

Yay change! Your DIY Brand Audit Starts Here.

“Change is the only constant.” Said Heraclitus, the Greek philosopher. His wardrobe might not still work today but his thinking is spot on. This guide is intended to help you embrace change and leverage your knowledge and goals into a more powerful and effective marketing plan.

Take some time (we recommend 45-90 minutes daily over 3 to 5 days), grab a few team members or just a cup of coffee and your favorite writing tool or machine, find someplace quiet, shut the door and start. Starting is the hardest part. When you’re done, you will know how often you want to repeat this and some necessary next steps.

Ps: When we work with clients on this process, it is a multi-day experience of discovery, thinking, brainstorming, creative message ideation, execution planning, and more. Give yourself time to think, to ponder. Break your thinking into a few sessions. This is where the best ideas and insights are born. Most importantly, have fun.

Wins & Losses.

What did you do this year that rocked? What didn’t so much? What can you learn? If you want to dive deeper here, perform a  SWOT analysis, considering Strengths, Weaknesses, Opportunities, and Threats – to inform your thinking below.

Your Customer.

How have the changes in the landscape over the last year/quarter/month changed your customers’ challenges?

Your Value Proposition & Your Purpose. 

Which of the customer problems above do you help solve? Is your solution still as relevant as it was the last time you made an assessment? Do you have new data points, customer input, or feedback to consider?

What is your purpose? Where do your purpose and your customer’s problem(s) intersect? This is your sweet spot. Make sure that your sweet spot is concisely incorporated into your value proposition.

Brand Landscape.

Where do you fit or not fit (for you disrupters) in today’s landscape? In your industry landscape? Do you have more or fewer competitors? Who are they? What are they up to? How is your offering (solutions, process, bouncy castle in lobby) differentiated from your competition?

Messaging Plan.

In Brand Landscape above, have any competitors pivoted? In what ways might this inform your positioning and messaging plan?

Create a list of messaging themes from your “customers problems” list that speaks to how you solve those problems. Think about how you’ve solved client problems like this and how you’d like to evolve your process.

Consider how you will get this message out. First, list your communication platforms, then create a plan that assigns messaging themes (based on customer problems and how you solve them) to every platform. You might be tempted to copy and paste each message into each platform for the same posting period. Try to refrain from doing this. If you are tired and need a break (this is tiring), start again tomorrow. Your goal is to drill down into your primary messages, state 3-5 subpoints for each, varying your message for each platform, all pointing at the same problem/solution story.

Voice & Storytelling.

Is the way you speak to your customer still relevant? Given shifts in the economic, political, and cultural environment, are there new opportunities to show sensitivity? How might this shift your use of words or imagery? Or the context in which you present your product or service?

Uncle.

I love doing this, can you tell?  There is much more to dive into and sub-dives to suit up for,  but this is a good start.

During January 2023, book a complimentary 30-minute session to discuss your concerns, goals, and ideas for getting there.

Book a 30-minute session here. 

Our Process + You = The Process

Frequently we are asked, “What is Seed Agency’s process? How do you work?”

In answer, we share a narrative of the steps we take, successfully working through a project from point A to point Z.

But since the most recent share, the question remains in my mind, some part of me not satisfied. “Why?” I wondered, “Can my mind not let this go?”

And thus, I walked, I talked with team members and current clients, a past client, a smart neighbor.  I might also have had too many cups of coffee and bars of chocolate while pondering.

The question is like someone asking, “How do you walk?”

Because our process of creating a new brand or reimagining an existing one has been honed over years of doing. But not thinking about or articulating the doing outside of the vernacular and jargon we toss around in the office, or in Zoom calls. We began to rethink how to articulate how we see our process. We added and subtracted. Putting down initial ideas,  building on those, or taking away, adding more in again, sculpting, then stepping away.

By stepping back, viewing the question from a metaphoric 30,000 feet across a variety of industry categories, client types, not to mention personalities, a new view emerged.

We have our core approach, which is structured, methodical, tried and tested, but depending upon the client and the project, the approach is like a stretchy net, a structure that can be wielded to accommodate the needs of the client we are working with and the problem we are working to solve. It is structured and it is flexible. It is somewhat different in form and experience for every client and project we encounter. Like any relationship-based activity, the dynamic is slightly different every time. But good different.

The most important part is that our process is proven. As evidenced by the success of countless projects small and large, we create greater awareness, engagement, and ultimately value for our clients. For that, we are grateful, gratified, but also, just because, excited to experience the evolution of the process as we continue to be challenged by our clients and ourselves.

 

Frenemies: Disruption & Opportunity

The ground is moving.

It’s easy to look at the state of the world today and feel like things are blowing up everywhere. Media practices and outlets, politics, social behaviors, language, medicine, education, transportation, the list is endless. So many of the things we know are being challenged, disrupted or are quickly becoming obsolete, replaced by new practices, thinking, beliefs, and beings – sentient or not.

Change, die, hide, medicate.

To many people, this is cause for outcry. Change, unless you are the catalyst, is unwelcome. Over time, whether you want to or not, you adjust, adapt and at times become an advocate for a new way of doing or thinking. And then just as you have adapted something changes again, and again.

So do we view this current state of seemingly ubiquitous disruption with terror and panic? Do we hide under our beds? Or invent a stronger cocktail?

Find your possible, your inner Elon Musk.

Or do we open up, invite it in, and get curious? Can we recognize and dismantle fixed mindsets and explore what new opportunities lie beyond our comfortable idea of how things work? Can we disrupt ourselves for a moment and look into the new open spaces that disruption creates to discover new solutions for ourselves, our workforce, customers, and clients?

What is being done now that can be done better? What can we invent and refine? What kind of positive change can we make out of the messes and mistakes that are bound to happen along the way?

At Seed Agency, we help clients navigate their brands through an ever-changing landscape of customers, behaviors, media platforms and data. If you need a partner in better navigating toward your own north star, we are here to help.

Happy International Women’s Day to all.

In thinking about which women have been part of my evolution and success, in  the many places I have lived, learned and worked, I have to share that in addition to the women who have been there, there are also many men. Men who alongside women, recognized my strengths, showed patience and respect and continued to believe in my efforts and champion me forward.

In working toward a future where more women are at the table, I think we have to invite everyone to take a seat.

To those who have pulled a chair out for me, thank you:

Bruce Adlhoch, Tarni Bell, John Bishop, Paul Burmeister, Jeremy Burns, Ace Burns, Debbie Cantu, Hilary Crahan, Clare DeBriere, John Dolab, Mia Ellis, Nord Eriksson, Barry Fiske, Shaun Fenn, Grant Herlitz, Mark Hoglund, Kim Holloway, Debbie Karnowsky, Chris Keller, Chip Kettering, Charlie Long, Liz Mason, Colum McCartan, Tracie Mills, Mrs. Palmblade, Jeff Pion, Vinny Picardi, Wayne Ratkovich, Arnold Schuchter, Catherine Suitor, Chuck Sullivan, Roger Torriero, David Weinreb, Josh Weltman, John Zanetos.

Small opportunities to make big connections with customers.

How do you ensure that your brand and all that it stands for radiates out memorably to all who come in contact with you, your space, your services and your people? There are infinite touch-points to consider but let’s start with one that is easily overlooked: Passwords.

When guests arrive, settle in and ask, “Do you have wireless?’ or “What is your password?” This is an opportunity to not only provide a helpful amenity but also to convey something positive about the personality of your brand. What does your password do to help your messaging?

In 2016 I visited Copenhagen, a city that amazed me by the kindness of its people, innovative and efficient systems of travel and transportation and an almost indescribable sense of impish whimsy and joy beneath the surface. At one hotel, when plugging in for an afternoon lobby work session, the password was simply “Welcome!”, which, despite its simplicity and perhaps obviousness, made me smile and feel just that, welcome.

Later in the week, starving and a little damp after getting lost on my trusty hotel bike, I ducked into a restaurant a few minutes before closing and was excited to get a seat. The server was quick to share the specials as he placed utensils and the many dining accessories one never knew one needed before me. Along with a few delicious oysters and a glass of crisp wine, he met my question about wireless with a simple, “Yes you can.” which was both the answer and the password. I loved the place instantly.

How do you want your customers to feel when they walk into your space? How are they greeted by you, by your staff? What small but simple things can you do to make them feel welcome and as at home and at ease as possible? What warm and clever way can you add to their experience and leave a lasting and positive impression?

A look at your wireless password is an easy place to start.