Inevitably when I keynote at certain industry events or for certain markets, someone will sheepishly come up to me and say “Shama, our brand is … boring.” Another version is something along these lines: “what we sell is rather mundane, so can we still be successful with marketing?” or “we have a lot of regulatory constraints, can we still break through the noise?”
I’ll tell you what I tell them. ABSOLUTELY! “Boring” is just a marketing opportunity waiting to happen. Many industries, from insurance to cybersecurity, might not intrinsically scream excitement, but that doesn’t mean they can’t capture attention. Here are five innovative ways to make your “boring” brand shine:
Do, Then Tell.
This principle is about creating experiences worth talking about. For example, if you sell toilet paper, you can host a fashion show with upcoming designers. The only catch? All the outfits have to be made out of your product! Another example, a HVAC manufacturer hosts a free workshop for building contractors. During the workshop, they not only demonstrate the latest energy-efficient HVAC systems, but also showcase different installation processes tailored to various building types. This provides valuable knowledge to contractors, positioning the manufacturer as a trusted partner who cares about their success.
The key is to generate content and experiences that people want to discuss. Don’t just tell people about your brand; give them something to talk about.
Example: When Chase Business discovered that their small business customers’ primary need was marketing help, we collaborated to create a “bizmobile” staffed with small business marketing advisors that traveled the country to solve that problem. This hands-on experience addressed customer needs directly AND generated buzz.
Embrace Humor (the Right Way):
We consume publicly but we share privately. Not every campaign needs to be a riot. You want to focus on influencing YOUR target audience in a way that’s valuable for them.
Example: A cybersecurity firm developed a comprehensive, data-driven whitepaper on emerging threats in cloud computing. While the report didn’t go viral on social media, it was shared extensively within IT departments and among C-suite executives of target companies. This led to increased inquiries, demo requests, and ultimately new client logos. The success wasn’t measured in public engagement metrics, but in the quality of leads generated and the strengthened reputation among key decision-makers in their industry.
Remember that Consumption IS Engagement.
Building trust online is more challenging now than ever—and that makes it more vital than ever. Your audience needs to feel confident that they’re making the right decision when they choose your brand. Incorporating testimonials, security badges, and clear contact information can signal trust and significantly boost your credibility.
Example: Shopify does this well, featuring customer testimonials from well-known brands, security badges that reassure users about the safety of their data, and a comprehensive help center that’s easy to find. These elements all build trust (which ultimately encourages conversions).
Ensure that your website prominently features elements that build trust. Include real customer testimonials, display any awards or certifications your company has earned, and make it easy for visitors to contact you if they have questions.
Form Strategic Partnerships to Add Spark
Team up with a brand that complements yours but has a more dynamic image. This association can rub off on your brand, making it seem more exciting by proximity.
Example: Imagine a paint company creating short, ASMR-style videos showcasing the satisfying application of their paint. Think calming close-ups of smooth brushstrokes and the luxurious texture of the paint. These videos wouldn’t be widely shared, but they would be highly consumable for those seeking a relaxing experience.
This approach positions the brand as an authority on creating a beautiful and calming home environment. When someone is ready to invest in high-quality paint, this brand will be at the forefront of their mind because their content addresses a real need in a unique and memorable way.
Embrace Experimentation and Trend-Spotting
Foster a culture of experimentation in your marketing team. Stay attuned to emerging trends and be willing to take calculated risks.
Example: Glimpse, a tool that uses Google Trends data to catch pre-trends, can be used by both B2B and B2C companies to identify emerging topics in their industry and create content around them before they become mainstream.
For a worktech SaaS client, my team at Zen Media identified a growing trend towards asynchronous communication in remote teams. We quickly recommended a marketing campaign highlighting the client’s new asynchronous video messaging feature, including thought leadership articles, short-form videos, and a webinar with industry experts. This proactive approach positioned the client as an innovator, resulting in increased demo requests and trial sign-ups. By rapidly adapting to this emerging trend, the client gained a competitive edge in the market.
The success of brands like NEORSD and so many others that I have worked with over the years proves that there’s no such thing as a truly boring brand – only boring marketing. By creating engaging content, maintaining a consistent presence, focusing on meaningful consumption, forming strategic partnerships, and embracing experimentation, even the most seemingly unexciting topics can capture public interest and engagement.
Whether you’re in utilities, mundane products, or any other “unsexy” industry, these strategies can help transform your brand’s perception from dull to dynamic. Remember, with creativity and persistence, any brand can become a topic of enthusiastic conversation – even sewers. The key is to think outside the box, find unexpected angles, and consistently deliver value to your audience in ways that resonate with them.
Shama Hyder is the Founder & CEO of Zen Media, an international keynote speaker, and a bestselling author.
Fast Company calls her a “millennial master of the universe” and a “zen master of marketing.”
She’s a Forbes and Inc. 30 under 30 alum, and LinkedIn has named her a Top Voice in Marketing four years in a row.
Shama Hyder is the Founder & CEO of Zen Media, an international keynote speaker, and a bestselling author.
Fast Company calls her a “millennial master of the universe” and a “zen master of marketing.”
She’s a Forbes and Inc. 30 under 30 alum, and LinkedIn has named her a Top Voice in Marketing four years in a row.