If You Want To Be Iconic You Can’t Play It Safe

If You Want To Be Iconic You Can’t Play It Safe

Nicola Moras (pictured below) is an online visibility expert, author of VISIBLE a guide for business owners on how to generate financial results from social media and digital marketing. In this guest post, Moras argues the old line – fortune favours the brave – is even more true for brands these days…

When you open up Facebook these days, there are companies who are pushing the boundaries and those who are not. What we are seeing is the rise of business owners and organisations, who are willing to push the boundaries and take a stand for what they believe in. They stand out. We see them and we listen. Playing safe is no longer going to cut if you want to stand out.

Nicola Moras 2

Look at Greta Thunberg and her very vocal stance on climate change’, the Nike commercial featuring former NFL quarterback Colin Kaepernick, and, most recently, the release of a Tourism Australia campaign that has Australian’s up in arms about our laid back, relaxed ‘Australian Way’. They’ve been splashed all over social media and traditional media.

These show how to create a splash, be visible and be seen by taking a stand and pushing the boundaries. You may not agree with what they have said or the way it was done, however, we can see the evidence online that it has people talking about these campaigns.

If you want to create impact, be seen and remembered (and thus becoming iconic) you have to be willing to push the boundaries.

Here are five ways this can be done without ruining your professional reputation

Take a stand for what your company (and you) advocate for

As a company, what is that you stand for? Do you stand for equality in the workplace (and follow through with this)? Do you believe that everyone should get a go? Do you believe that working from home is the worst invention ever?

When you take a stand and you start sharing what you advocate for, people start to realise that there are humans behind the ‘brand’. They see what your values are. They see that there are people behind the brand who care about topics that matter. People want to know WHY they should listen to your organisation rather than your competitors, so make it easy for them.

Decide on the way that you and your organisation are going to push the boundaries

Determine how far you are willing to go as an organisation and jump in with both feet. Your audience will love you for it.

If your company is in the business of being quite professional, bringing humour into the marketing is a great way to push the boundaries. If you are a solo-business owner then you could bring in language that is a bit more edgy rather than playing it safe.

Know what matters to your audience

When you know what matters to the people who are following you and buying from your company, you can start to create content about what matters to them. You can match the causes that are important to them with the things that are important to you and then you share a common cause. This creates instant rapport and connection.

For example, if you know that the majority of your audience are against horse racing and the Melbourne Cup, then you might share how your company is boycotting the Melbourne Cup. Explain why you are and how the staff are on board with it.

It shows the culture of the organisation without having to declare and spell out what that is.

Have a personality

Most businesses hide behind the corporate logo or the headshot. Be open to appearing online as a human being within an organisation, not a cold, boring organisation that has no personality.

We’ve seen a great example of this with Qantas’ CEO Alan Joyce in March 2019 respond to a handwritten letter from a 10 year old boy. The initial letter and the response was posted online for all to see, along with his personal response. It went viral.

Senior leaders within organisations have a massive opportunity where they can allow themselves to be seen by the public online. When the people behind the brand are seen, it builds trust in the marketplace.

Do things your way rather than “The” way

There are so may do’s and don’ts when it comes to the online world. The best advice that can be received by an organisation is the permission to do things their way. Be brave and shake things up.

Try different ways of communicating with your audience and measure the results. If it works, excellent! Keep doing it. If it doesn’t. try a different approach.

Humans are the consumers of social media and we are all craving connection. Provide a way for them to connect with you and your organisation as a human and you’ll build trust faster.




Please login with linkedin to comment

Nicola Moras

Latest News

SurfStitch Unveils New Brand Position & Summer Campaign
  • Campaigns

SurfStitch Unveils New Brand Position & Summer Campaign

Aussie coastal lifestyle brand SurfStitch has announced a bold repositioning with a new brand identity and campaign, “Ready for Everywhere”. Reflecting the brand’s commitment to inspiring people to embrace their lifestyle, whatever it may be, the strategic shift reflects a commitment to facilitating style that adapts to the life its customers lead across a broad […]

Man of Many Welcomes Naman Singh & Alex Martinez
  • Media

Man of Many Welcomes Naman Singh & Alex Martinez

Man of Many has Announced Key Hires Amidst a Year of Extraordinary Achievement Lead image: Naman Singh & Alex Martinez Man of Many, recently crowned B&T media platform of the year, Australia’s premier men’s lifestyle digital publication. Announces the addition of two crucial members to its team – Naman Singh as SEO Content Specialist and […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]

Free TV Welcomes Government’s Prominence & Anti-Siphoning Framework
  • Media

Free TV Welcomes Government’s Prominence & Anti-Siphoning Framework

Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]

Tyreright Appoints 27 Degrees Media
  • Marketing

Tyreright Appoints 27 Degrees Media

New-generation media agency 27 Degrees Media has been appointed to manage digital media for national tyre retailer Tyreright in one of its first Australian client signings. Lead Image: Loan Morris – 27 Degrees Media CEO Under the partnership, 27 Degrees Media will be responsible for all digital media strategy, planning and buying, along with influencer […]

farsiight Unveils New Market Positioning Putting Growth for Good Over Growth At All Costs
  • Marketing

farsiight Unveils New Market Positioning Putting Growth for Good Over Growth At All Costs

Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]

By Land Or By Sea: GoTransit Offers Options Galore For Transit Advertisers In Newcastle
  • Advertising

By Land Or By Sea: GoTransit Offers Options Galore For Transit Advertisers In Newcastle

Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]

‘People First Bank’ Heritage & People’s Choice Bank Unified
  • Marketing

‘People First Bank’ Heritage & People’s Choice Bank Unified

Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]

L’Oréal Aus & NZ Partner With Great Barrier Reef Foundation, Announcing Large Investments
  • Marketing

L’Oréal Aus & NZ Partner With Great Barrier Reef Foundation, Announcing Large Investments

L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]