Fill in the blank: "I am a ________."
A mac? A PC? Card-carrying member of the NRA? Buddhist? Vegetarian? Skinhead? What would you fill in that bank with? Whatever it is, it's part of your identity. It's a label. It's something with which you identify and something you support. And, most important, it's a part of you.
As humans, we are fundamentally hardwired to desire to be a part of something bigger than ourselves, more important than we are alone. Because we all want to be bigger than we are. Religion, sports teams—even brands. We're always on the lookout for things that we can incorporate into our personalities—because it creates a sense of belonging. And we all want to belong.
One of our favorite books is The Element by Sir Ken Robinson, PhD. Here is what he has to say on this subject: "Connecting with people who share the same passions affirms that you are not alone; that there are others like you and that, while many might not understand your passions, some do."
Powerful identities help draw kindred spirits to you and give them a badge of honor to wear. It allows you to recognize others in the movement, be able to share their stories, and bond with like-minded people. It's an extremely powerful tool, considering that we spend so much of our lives being identified by what people call us. Getting a chance to say, "This is who I am in spite of what everybody thinks" in an authentic way can be a really exciting moment for someone. Joining a movement is a chance to take control of your identity rather than falling victim to someone else's labeling.
Our roots as a company are in what a lot of marketing people would call "branding." Brand is one those words that corporations love to hide behind. "It's not "on brand" is one of our least favorite terms on the planet. Ugh.
We've always used the word identity, because we feel that by finding your purpose in the world as a company, you unearth your soul. And when you put your very soul out there, you protect it, value it, and draw kindred spirits near. Your organization's identity is so much more personal than a brand.
So what makes someone adopt an identity? Design and identity are part of what helps us make sense of the world. It gives order to chaos. We are the collections of beliefs and values we are passionate about, and passionate people wear their beliefs on their sleeves.
Have you ever seen one of those cars that are literally covered with bumper stickers? It's like that vehicle is an open book, using those bumper stickers to shout out what the owner is proud to be: a lover of peace and goodwill, a fan of a team, a supporter of gay rights. You can sense the pride they have in these beliefs in the space of a short stoplight.
But what makes us long to tell and show (in the case of a visual identity) the world about our passions?
A friend of ours has a left arm that's completely covered with tattoos. Frankly, they are quite beautiful, and since each design clearly stands for something he is passionate about, some people are, well, pretty jealous. When someone asked him about them one day, he in turn asked them this simple question: "What are you willing to commit to?" Don't you love that? It's true—ink on skin is a pretty big commitment.
Look, it's great to have a brand promise. It can communicate your offering's characteristics, value, and what people can expect from you. But as we all know, promises are made to be broken. A promise is a set of words with your intention, but a commitment is action.
So, as our tattooed friend asked: What are you willing to commit to, really commit to? Wearing something on your skin—for everyone to see—that signifies who you are and what you believe in is a true commitment. And yes, it's hard—and scary—to commit. It means that you're going to be held accountable, and to a higher standard. You're placing your reputation squarely on that commitment.
Brand promises seem to change as often as tag lines do. But commitments should never change. So (as if you didn't know this was coming), what is your brand commitment?
That is why you can't fake or force a shared identity on your fans. It has to bubble up naturally. We often frustrate ourselves when we forget this and try to name a community in the same way that we name products or services. We need to focus on helping a community name itself, which is hard work. You must literally become a part of the community, listen hard, and let the members guide this part of the process.
Sometimes it just feels right. One of the original names someone tossed out for what are now the Fiskateers was "Scissor Sisters." When Fiskateers was tossed out there, it just struck a nerve and stuck with everyone involved in the project—from the team at Brains on Fire, the Fiskars team, and the leaders of the movement.
Like is not a Brains on Fire word.
Think about it: When you ask someone's opinion about something, will a response of "I liked it," or "It was okay," cause you to take action and stay at that hotel or dine at that restaurant? Probably not, because like is not a very convincing word. But love and hate are. And you should want people to love you or hate you, because it gives you something worth talking about. Like is a death trap. Like has no emotion. It's a word that people use when they could care less.
A great example of an identity that stirs up strong emotions is the state of Texas. After all, it's truly a unique culture unto itself. However, it didn't happen overnight. The Texas identity is one that's been developed over decades and an identity that the people truly own. That Texas pride is so strong because the people of the state own the identity and want to share it with others. There are the rallying cries of "Remember the Alamo" and "Don't Mess with Texas." And when a Texan meets another Texan outside the state, there's an automatic connection.
But let's face it, people either love the state or hate it. And isn't that the passion that a great identity should invoke?
I am a ________. It's up to you and your fans to fill in that blank, and not in a self-serving way. The movement must be a valid extension of who you are and why you exist. But now it's also an extension of who your fans are and why they exist. That's why shared ownership is so important.
The teens who worked on Rage against the Haze not only named the movement; they also coined a new term based on the training they received. We took a cue from Seth Godin and taught them what an idea virus is, and how it spreads from person to person. From that, they started calling themselves Viralmentalists™.
The Charleston Parks Conservancy Park Angels is very much an "I am a ________" name. They are not only protectors of the parks; they watch over the parks and are attached to them. They need the parks just like the parks need them. It was a natural fit for those who were willing to step up and take a vested interest in their public spaces. Executive Director of the Charleston Parks Conservancy (out of which the Park Angel movement grew) Jim Martin revealed this recent story: "One of our board members was sitting at a bar when he started having a conversation with the bartender. [He] said something about the Charleston Parks Conservancy, and she screams out, "Hey, I'm a Park Angel!' A couple sitting at the bar turned to him and said, "We're Park Angels, too!'" That's what it means to be a part of something bigger than yourself. It becomes part of your identity and a connection point to others, and it's how a movement takes root in people's lives.
But possibly the most powerful identity we've had the good fortune to help discover was with Love146 (formerly Justice for Children International). Founder Rob Morris came to us with a problem: It seemed that a group of lawyers in Texas had trademarked the name "Justice for Children International," and Rob had until the end of the year to find a new name. After he told us his mission—to end child-sex slavery and trafficking throughout the world—we knew we had to help.
So Rob and some others on staff came to visit us, and when we all sat down, the first thing we asked him was why he was doing this. The story that followed that question—told below in Rob's words—absolutely floored us.
In 2002, a small group of friends and I traveled to Southeast Asia to see what was going on firsthand. While there, we visited a brothel with a couple of undercover investigators and posed as customers. Having to [pretend to be] the very [people who] so repulsed [us] by far was one of the most disturbing experiences of our lives. We found ourselves standing in a room, looking through glass windows at little girls [in] red dresses being sold as commodities. [The children] were sitting there, watching cartoons on little television sets ... and we were standing shoulder-to-shoulder with men who were purchasing ... these young girls—by number. These girls had even the dignity of a name stripped from them.
One of the most disturbing things that night was the look in these children's eyes. There was nothing left there. There was no life left. They were just staring robotically—blankly—at these crackling little television sets. I remember one girl—my guess was that she was probably new to the brothel—[because] there was still a fight left in her eyes. She was the only one not looking at the television sets. She was staring out of the glass at us. I don't know her name. I'll never know her name.
But I'll never forget her number. Her number was 146. There was still a fight left in her eyes. There was still life left there.
As you can imagine, there wasn't a dry eye in the meeting that followed, and in telling his story, Rob gave us the new identity for the organization: Love146. They call themselves abolitionists because they are on a mission to abolish child-sex slavery and trafficking. And they consider it an honor to call one another abolitionists. It embodies a lot of things. Beliefs. Action. A mission.
But what if you're selling scissors or musical instruments? Love146 didn't make it about themselves; they made it about their mission. Your movement's identity should make your fans and ambassadors the guiding light. After all, it's about them, not you!
Naming Best Buy's musical instruments department movement required that we reframe the conversation. It wasn't about selling guitars and drums. We found that the employees truly had a passion of finding the music inside each of their customers—and then amplifying it. So "MI" doesn't only stand for Musical Instruments but also for the Music Inside. The 11? If you're a Spinal Tap fan, you know that 11 means going "one louder." Cranking it up past the norm. And so Mi11 was born.
Okay, so your fans join your movement. But how do they internalize that identity? Now that they have a sense of belonging, where do they belong in that movement? A lesson within a lesson we've learned is the power of a number.
It started with the teenagers in Rage against the Haze. When they joined, they were sent a package in the mail filled with various items (which we'll get into in the next chapter). The most important of these items was a set of dog tags with the engraved number that was assigned to them when they signed up. The numbers ranged from 1 into the thousands. We had no idea that it would be a uniting and powerful element of the program. Teens would compare their numbers when they met for the first time. It was a way to start a conversation and identify with others. And still, even nine years later, some of these teenagers, now adults, still wear their tags.
Because this idea worked so well, we used it for the Fiskateers, too. Each member receives a pair of special edition scissors that has FISKATEER #___engraved on the blade. These crafters identify with that number; it becomes an extension of even their name. When they post videos on YouTube or even comment on blogs and message boards, they sign off with their name and their Fiskateer number. It's amazing. And no matter if they are Fiskateer number 9 or 4,376, they are proud of that number. It's a badge of honor.
The adoption of those numbers has propelled us to make it a staple of every movement we've help ignite because they reinforce that sense of belonging and identity. Not only are you a part of something bigger, but you have your own corner of it carved out for you that is yours and no one else's.
Another element that's integral in building an identity for a movement is the idea of a manifesto. A rallying cry. An oath, even. Just as your company probably has a mission statement, movements need a set of words or a document around which people can rally. But they need to be very specific and speak directly to the cause.
The American Booksellers Association has the Declaration of IndieBound, which celebrates the spirit of local stores. Here's an excerpt:
When in the course of human events it becomes necessary for individuals to denounce the corporate bands which threaten to homogenize our cities and our souls, we must celebrate the powers that make us unique and declare the causes which compel us to remain independent.
While it's a bit tongue-in-cheek (it borrows language from the Declaration of Independence), independent booksellers use this set of words to remind themselves that while they are indeed each independent, they are all in this together. And that concept of "independently bound" not only began to permeate the independent bookseller community but also changed the way others began to think about their local booksellers.
Meg Smith, chief marketing officer of the American Booksellers Association, gave us this anecdote: "Two weeks after Indiebound launched, I picked up a blog post from a person in St. Louis calling for an independent store to be built in downtown St. Louis [in which] he referred to it as an IndieBound store. IndieBound is definitely a movement... ."
We quickly learned when we were collecting insights with the Fiskateers that online gathering places for crafters tended to be filled with sarcastic remarks. They can be very intimidating places for new crafters or for those without a thick skin. So out of that learning was born the Fiskateer Oath, the basic principles of which state that we're all here to celebrate and share our love of crafting, and that we will build each other up—not tear each other down—no matter what anyone's skill level, belief system, or background is. It's been a cornerstone of the community from the beginning, and one of the reasons thousands of crafters have been attracted to it: It's a place of positive energy. And when a fellow Fiskateer crosses that line, others quickly remind the community of the oath they took. Not only is it a litmus test to gain entry to the community; it's a way for them to self-police.
Mi11 has a creed that new members take: to "accept the duties that come with being a member"; to "promise to encourage others I meet along my journey and pass on the techniques, knowledge and passion that have been shared with me." It goes on to say that "I am here because I choose to be here and reserve the right to express my views to Best Buy and the Mi11 community in an honest, respectful manner at all times."
Each manifesto goes hand in hand with the identity that is wrapped around the movement, so it's authentic and speaks to the individual's higher calling. It's a guiding light, something the first or newest member can reference and reflect on and internalize repeatedly. It might just be a set of words to an outsider, but then again, it wasn't written for an outsider. It was written for the true believers.
Before you can think about the other elements in your movement—and get yourself all tool- and tactic-ized to death—remember that it has to be rooted in you: your tone of voice, attitude, language, and authentic nature. We hate to use Apple as an example (because everybody uses them as an example for everything), but the company that almost everyone strives to be like has just about no presence in social media. Why? Because they are being true to who they are.
If you're struggling with your identity, then you're probably struggling with everything else. However, once you really know who you are and why you exist, everything else becomes clear as day: How you should engage people. What tools you should use. How you should reframe the conversation. What conversations you should even be participating in.
Everything starts with identity. And if you're reading this and feeling something in the pit of your stomach, then maybe it's time to do something about it instead of starting that Facebook Fan Page for your company.
We've found in the identity development business that a lot of potential clients want to "change" something about themselves. They want to reinvent or rebirth—breathe new life, even. And though that's all well and good, finding out what they can become is almost always directly tied to who they are.
That applies even if they have a tired, old company; even if they don't care about culture right now; or even if a change in leadership wants to make its mark on the company. You can't deny your DNA, because that is what holds the keys. It's going back and learning the stories of why and who and how this organization was formed. It's uncovering the original stories and reigniting that passion, entrepreneurship, and excitement of those start-up days. Because those stories are what people are going to care about, and pass along to others.
Never try to be who you aren't. That goes for a lot of things (even social media). If it doesn't feel true to you, then don't do it. You can't deny who you are and what you stand for; anyway, why would you want to? We guarantee you that there's something in that DNA of your company that's a gold nugget of inspiration you can move forward with. And embracing that DNA is one of the smartest things your brand could ever do.
Remember: We are hardwired to want to be a part of something bigger than ourselves. But a part of what? And how do you know what that is unless it has an identity? Do you want to be a part of it, if it's an identity that you can relate to, that gets who you are and what you stand for? And that goes way beyond the logo. It's in the language and imagery, the tone of voice, and the way that identity is consistently presented over many, many touch points.
Each of us has a unique identity. And we're drawn to different things or, at least, drawn to things in different ways. When it comes to word-of-mouth movements, the movement's identity—what you're hoping your fans will be a part of—is crucial. It must be authentic, transparent, a powerful extension of the company or organization.
If not, you'll end up in "just another" land faster than you can say, "Hey, let's start a Twitter account."
Soon after we starting working with the organization that would later become Love146, we received this e-mail:
We have a term we use often around JFCI [that] expresses one of our values well. When we meet someone or a group of people who just seem to "get it" or are very like-minded, we say "Same Tribe." For example ... when we left Brains on Fire this past Tuesday, we got into our car, looked at each other, smiled and said "same tribe." All that to say ... we like you.
What a great set of words. If a company's true personality shines through in every single thing they do—the people who work there, the work they do, the way they answer the phones, and even their very outlook on life—then they will attract like-minded people, and like-minded clients and vendors. It's amazing to watch it happen with big and small companies alike. It's a kinsmanship that creates loyal advocates. And given the right tools, loyal advocates help with the word of mouth. It's all about finding those in your tribe and speaking to them.
Same tribe. Look for them. And hang on to them, no matter what.
Your competition isn't those other guys in your industry. Your competition is life.
There is so much marketing-speak out there about how "we can differentiate you from your competitors" because "yours is such a crowded industry with so many noisy messages." And you know what the companies do that preach this? They just make that market more crowded and even noisier. What a bunch of crap.
What happened to finding a company's soul? What happened to compelling storytelling? What happened to mystery?
People are constantly telling us that they "want to be the Google of X." Sure, I understand what they're saying, but shoot higher. A section in one of Seth Godin's books describes a huge banner in the Web offices of Wal-Mart that reads, "You Can't Out-Amazon Amazon." Continuing on with that theme: Don't try to out-Google or out-Amazon or out-Nike your competition. Instead, find the spirit of what makes you who you are, and let your identity reflect it transparently—all the way to the core. That's where the ArborWears (look them up: www.arborwear.com) of the world come from. Do you think they try to out-Carhartt Carhartt? No. And Carhartt is petrified of them.
Now it's your turn.