How our approach at Ethos ensures our clients win:
We’ve found that unless you put in the upfront work to get into a position of effortless momentum with your marketing, it will never get you where you need to go.
Everyone wants to enjoy the free-wheel ride down, but few want to put in the gruelling work to get to the top before they can make an exciting descent.
There’s no shortcut in marketing if it’s going to work, yet people want to ‘just’ market the product as quickly and effortlessly as possible.
We can’t help clients who insist on that route. We don’t just jump to running ads, creating content, or putting up a flashy website.
Before any design, any content, in fact, before anything visible… we first work through a process called Brand Positioning. This helps both our team and the client gain unparalleled clarity as to what value they truly offer, what makes them unique, who they need to be speaking to and how.
Once we’ve arrived at a clear Brand Positioning, we work out HOW we will communicate this to the intended audience, meaning ‘strategy’.
The final bit of the climb to the top is then established what it should look, sound and feel like. The story and visual identity are now crafted.
Now, we’re at the top of the hill. We can all see the vision, meaning where we are headed and how we’ll get there.
The way forward will have its twists, turns and bumps, sure… but we’ll be moving.
No guessing, no clashing opinions, no trying this and that… focus, direction and speed.
Now we can roll out content and draw the audience into the story, communicating the value offered in a way that resonates with them.
You can steer something when there’s movement, but if nothing moves, nothing moves. The kind of movement marketing needs is found beyond the tipping point.
On the way downhill, clients don’t have to constantly ‘tell us what they want’, we can execute in a way that aligns with what we created together with them in reaching the tipping point, instead of an endless back and forth when speed is needed.
Doing things this way puts you ahead of the competition, which are mostly stuck competing on price, not forging ahead to the top, defining real value and unique positioning.
It takes a bit more effort to get to the top of the hill and a bit more guts to get there first, but we know once we are there, our client’s race is already half won.