Marketing Archaeology: What are YOUR Bones telling you?
Over the past couple months, I've started to notice a similarity between archaeology and the process that goes into discovering a company's brand.
It's dirty. Often times, painstaking.
But when you discover something that no one else has? Oh the places you'll go 😊
So today, let's take a look at some of the things that marketing archaeology can help you uncover, and HOW that adds value to your business.
Let's go!
Your Distinctive Point of View
Every single human on the planet has a unique point of view. We have each experienced different life events that inform how we do things. And if you sum up all of the individual points of view that exist within a business, you get a "company" or "group" point of view.
And it goes deeper than just WHAT you do.
Because WHAT is driven by WHY we do it the WAY we do it.
I think a lot of times company's define their WHY without connecting that dot to the WAY we end up doing things. Perhaps because we assume that they are inherently connected. But the problem with that is, often, the WHY ends up being something so intangible that we CAN'T connect WHAT and HOW back to it.
But if your WHY is rooted in YOUR point of view, your natural actions end up in alignment with that. And you can then hire for that. And fire based on that. And build partnerships based on that. And find aligned vendors. Or investors.
It's not just about WHY you do things. It's about why you do THE THINGS YOU DO.
And a point of view by nature is NOT neutral.
Humans LOVE to take sides. Just look at any political conversation.
Every business has the opportunity to take a stand.
But that stand better MATCH your point of view.
Because if it doesn't...whose stand is it anyway?
Your Memorable Sensory Cues
Often when non-marketers think about a "brand", they think things like logos, designs, colors. And yes, they DO fall into this category. But it is more than just a visual identity.
And here's why...
Humans are multi-sensory beings.
We experience things in sight, but ALSO in sound, smell, taste and feel.
In multi-dimensions.
So, yes. Have your logo and colors, by all means. But if you don't have anything ELSE, that one sense isn't going to create anything sticky.
And in marketing, we want AS MUCH AS POSSIBLE to be sticky.
How might we accomplish this:
Ever have a jingle get stuck in your head? That's sound memory.
Ever been to an open house and the house smelled like cookies? That's smell memory. Fun fact, Singapore Airlines literally has a patented fragrance they use onboard and in lounges to anchor memories.
Ever returned to a specific restaurant to get your favorite food? That's taste memory.
Ever gone to a specific coffee house because you like the vibe better? That's feel.
It's always funny to me that pretty much EVERY human has experienced something like explained above. And we ALSO think we don't know anything about "marketing".
We do. Because we know what experiences align with US. And we can mirror that into the external world through marketing.
So, what do people remember about YOU?
P.S. I'll tell you right now... it has NOTHING to do with your logo.
Your Ways of Being
From an archaeological point of view, this could also be considered your "rituals". The things that YOU do that no one else does. Consistently.
In archaeology, a "ritual" refers to a set of actions, often symbolic and performed in a structured way, that are associated with cultural beliefs and practices.
These actions may involve objects, spaces, and behaviors, and they are typically performed in a prescribed order, often with a specific purpose or meaning.
That part about the specific purpose or meaning? That's the key.
We all do lots of tasks in a day. But how many of them:
Symbolize something of meaning?
Are structured so the entire team can implement them in the same way?
An authentic repetitive demonstration of who you are?
Incorporate the ENTIRE team to reinforce social connections?
Happen within a meaningful context?
Sadly, most human activities, especially in large teams, don't check ANY of these boxes.
Are there any you can find that DO actually tick ALL the boxes?
If so...THOSE are your rituals. And sharing them might be a good idea...especially if you intend your company to grow.
Your Resonant Voice
You are you. That is truer than true. There is no one alive who is YOU-er than you. Dr. Suess.
Digital platforms, with their focus on search engine optimization (SEO) and hashtags, has got most companies chasing "popular terms".
What that also does is make everyone SOUND the same.
Every human has a voice. That voice resonates with some, and doesn't with others.
But most importantly, a voice that could never be confused with anyone else 💖
And it's not just about TONE; it's about consistency, boldness, and how ALIVE the voice feels.
You remember that teacher doing roll call in Ferris Bueller's Day Off? Yeah, we don't want to be THAT guy 🤣
Maybe you're naturally energetic (like me). Maybe you're more composed and controlled. Perhaps you have a deep baritone, or a slow soul connection. Or perhaps you speak really fast and with lots of emphasis.
There isn't one that's right or wrong. But I usually say that professional actors get paid so much because they do something not all of us can do, which is pretend to be someone we're not (successfully). Throwing your voice might work for ventriloquists, but it doesn't work for marketers 😉
Look at it this way, if your brand was a LANGUAGE, how would you know people are speaking it?
Your Cultural Participation
Oh, there are SO many things out happening in the world today. And let's be honest; some of them you care about, and some of them you don't.
And sure, you can jump on a bandwagon, but there's going to come a time when you realize you weren't really a fan...you were just doing what everyone else was doing.
Is there anyone in the world who DIDN'T have a parent say to them, "if your friends all jumped off a bridge, would you do it too"?
We all know the answer.
Yet, when it comes to digital marketing, it's like we FORGET.
But when you focus on actively participating in the world in the things you believe in, something amazing happens.
Your people FIND you.
Because they're out there participating in the same things.
When your brand matters in the BIGGER story of your client's experiences, it feels like you were always there. And trust builds faster.
But again, that has to be based on the things YOU care about.
Don't just be another "me too" in the story. Work together WITH your clients to SHAPE the story. That's what makes you Yoda vs. a mindless Storm Trooper.
Your People (and Your Understanding of Them)
When you think about the concept of your Ideal Client Profile, do you see people like you?
If not, how much do you have to change yourself to match them?
And is that sustainable?
Heck no. Please don't try to scale on that.
Marketing has always been - and WILL always be - a game of ALIGNMENT.
When you speak like your ideal audience, listen to them and choose to belong with them, people see themselves IN your brand, and remember it.
There's so much work that goes into customer surveys to find out who they are. But there's not even CLOSE to the same amount of effort that goes into a brand understanding ITSELF.
Who YOU are has just as much influence on Your People as Your People have on you.
But again, most companies don't put in the effort to know themselves to the degree that self-awareness gets to LIVE in the organization.
We confuse past data for INSIGHTS. And make backward looking decisions.
Instead of BEING WITH our people, and creating a future together 💖
Your Client Transformation
Ok, maybe not everyone is assuming that the work they do, or products they provide, are a transformation engine. But let's go back to personal experiences again and think about WHY you go back to the same brands over and over again.
When I look at my relationship with Disney, I've seen pretty much all the movies multiple times (except The Emperor's New Groove...what went wrong there?) I've been to all of the Disney Parks worldwide except Shanghai (some of them multiple times). Now, I've seen all those things before; so why do I keep going back?
Because when I'm there, it feels like magic.
I become transformed into the magic when I'm there.
And when I leave, I know I want to be transformed again.
The brand becomes part of WHO I like to be.
And THAT'S a transformation.
Granted, it takes some digging to get to this one. I mean, it's definitely easier to just tell folks about your product features.
But no one every saw THEMSELVES in digital features.
If you look at it from the perspective of Before & After, how does your brand CHANGE them into the After? How do they become someone confident? How do they come to believe in magic? How do they innovate effectively? How do they manage their data securely?
What changed in them BECAUSE of you?
Discovering that "WE" accomplishment is the gold in this marketing archaeology dig ✨
Past - Present - Future
Where marketing divides from archaeology is in it's ability to influence the future.
Archaeology studies the past, to learn what WAS done to get to where we are today. But I think most of us are familiar with the concept of, "what got us here won't get us THERE".
Branding, while informed by the past, is also responsible for shaping the future. We can use what we've excavated from the past to synthesize and evolve to where we are growing next.
And in this sense, marketers are both archaeologist AND futurists; interpreting what has been and designing what will be.
But if you're NOT designing what will be on who you have been up to this point, you end up designing someone ELSE's future.
It's not just about re-creating the past; but building on it - in YOUR way - to reach the future that YOU want.
Ready to start digging? Let's chat 🎉
