From Newbie to Member
WHAT BRANDS CAN LEARN FROM A MILITARY BRAT
As a kid, my family moved every three years for my dad’s career in the US Air Force. I went to 10 schools in 12 years. As you might imagine, I had a lot of practice being the new kid. As an elementary school kid in Germany, I learned to appreciate German culture, language, food and not forget that we were guests in a foreign country. Moving from Philadelphia to Portland more recently reminded me that each region of the US also has its own culture, traditions, food and even accents. As brands grow, their audience often grows regionally or within a specific community, before it reaches national or global followers. With that in mind, it’s vital to grow in a way that is authentic to the brand and mindful of a dynamic audience. It’s a strong test of knowing yourself and embracing your fans (wherever they may be).
For brands, the idea of growth starts with consumer awareness, moves on to customer acquisition and other funnel-converting tactics. But at ground level, work needs to be done to find your place and thrive in new communities. This is where it helps to think like a newbie entering a new city or school cafeteria where everything is unfamiliar: Your brand is the new kid on the block, looking for that open spot at the lunch table and an introduction to make friends. Here’s a few things I’ve learned along my path.
PHASE 1 – SEEK SHARED INTERESTS
The first hurdle when navigating new territory is all about acclimation and familiarization with the people, places and culture of your new home. During this phase, being open minded, being friendly and asking lots of questions are keys to success. Meeting new people can be uncomfortable, so uncovering common interests will ease the way. I think of this phase as “getting the lay of the land.” Just as people need to understand who they are and how they fit, brands need to do the same. For brands, it starts with developing a clear understanding of why they exist, who they serve, the values and beliefs of their followers, and the benefits the brand provides. In brand building, this process is the brand foundation. Creating a brand foundation helps identify and connect with people who they might have a long term relationship with, and knowing what they have in common when that first meeting happens.
PHASE 2 – CULTIVATE RELATIONSHIPS
The second phase begins six months to a year after moving. It’s all about getting a sense of familiarity of the area and understanding what makes the culture grow. During that first year, I’ve made some connections with people in my community and laid the groundwork for my life—found grocery stores, hair dressers and gas stations as well as discovered favorite places and restaurants. Building from this comfort, I would then push for deeper connections and refine my choices by getting to know my friends and environment at the next level. For brands, those first devoted followers are the key to navigating and expanding. To connect with your new friends on a long-term basis, invest in their lifestyles, passions and communities. This commitment brings your brand a better understanding of your audience, and gives your audience confidence in advocating on your behalf.
PHASE 3 – CELEBRATE BELONGING
Through a lifetime of base-hopping and a cross-country career trajectory, I’ve found after each move it takes 18-24 months to feel like my new location was “home.” I always knew that I was settled when I could drive without my GPS. Each move brought a range of experiences; sometimes the journey felt like a long and lonely process of uncertainty and discomfort. Other times were filled with excitement and discovery.
For brands, entering a new market takes time too. Remember to engage and remain accessible as people get to know you. Look for areas where stewardship will help you earn your acceptance, and treat your followers as a community of friends. By sharing and celebrating their lifestyle, you’ll deepen the connection and keep the relationship fresh as loyalty builds and membership grows.
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Written by Kristy Beaulieu, Strategy Director at Nemo Design
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