You are Known by Your Fruit (brand)
In an established genteel Melbourne suburb, I looked at the expansive grounds. There was a 100-year-old apple tree, an 80-year-old apricot tree and fig trees. While stunning and beautiful, I was resolved something was missing. I prepared the ground, removing pottery and glass from a century prior conservatory. Weeds and their roots were made extinct by hand and the ground was bolstered with blood and bone fertilisers as well as seaweed liquid mixes. The earthly aroma was not pleasant to the olfactory and the brand was evident.
Preparation of your Digital Brand
I sourced six banana plants and four lemon trees from quality fruit tree nurseries in Queensland, AU. The other produce was sourced from seedlings I had grown and from local nurseries. The intention was to increase the beauty of the garden as well as the joy of growing and consuming our own food.
Law of Gestation
What happened next was completely unexpected. Over one season, the banana trees shot up from a metre to over 4 metres tall. The following season, they were producing bananas! While this may seem elementary, one needs to take into account the schizophrenic nature of weather in Melbourne. One day it is a sweltering 40-degree oven and the next it can be gracing the natives with a biblical hailstorm on Christmas day (happy holidays).
Getting in Action
There was something therapeutic about getting up every day to watch how everything was growing. The melons, berries, spinach, kale – the entire garden was taking on a new life. Each plant received love in the form of the right amount of water, shade and sun, preferred fertiliser, and weeding on a daily basis. I was so enamoured, I could spend hours in the garden giving it love. Even the next door neighbours would comment on how the scent of the garden and the foliage growing above the fence added to the experience of their living. We all had immense pleasure in eating the fruits and vegetables that were so abundantly thriving.
What is Your Promise
Your brand promise is a result. It is the fruit of your labour. What can your customers expect as a result of what you say you are about? Your brand promise leaves no doubt as to your values and is an expression of how you conduct yourself on a daily basis. It is not so much what you say; it is more how you live. That being the case, what experience would you like for your clients to have from you? What problem are you solving with expertise and grace? Are your customers left delighted and satisfied?
Summary
In the example of my own garden, you will have noticed it was a daily passion I was living. I didn’t need to poll my neighbours about what would be best for me to do in my own garden. I focused on my own delights. Planting, nurturing and appreciation were all a part of the same thing that has resulted in bountiful produce every year. And so it is with your own digital marketing agency.
