Words are powerful.  They send messages, convey emotions and bring people to action.  In my post about Lululemon and their remarkable social media efforts I touched on the core words that clearly define who they are.

A quick visit to their website and you will find the words – goals, outgoing, upbeat, energetic and fun – permeate the site.  Here’s the really cool thing – had I only ever gone to their Facebook fan page, blog or Twitter feed I still would have received that message.

I want to revisit that thought.  Think of one of your favorite brands.  What words come to mind?  Do these words come from the root of who they are?  To more clearly demonstrate what I mean, I took three brands (Apple, Harley Davidson and Richard Branson’s Virgin) and matched them up to their core words – many of them taken directly off of their own websites.  Here’s what I found:

Apple – creative, fun, user friendly, cool, revolutionary

Harley Davidson – rebel, American, tough, distinct, power, bold

Richard Branson’s Virgin – rule breaker, innovative, quality, fun

Now step back and think about it.  These companies use the words that define them to clearly send out their message.  They stay true to their definitions and use them as a guide to help them see what paths to take.  The definitions of themselves are their core and everything else radiates from that point.  Those words are the foundation for everything that follows.  Defining yourself is a fabulous thing!  It helps you narrow down the choices when making decisions.  The choice is either part of who you are or it isn’t.

Now take a look at your own business.  What words define you?  Are you being true to that definition?  Do you keep that definition in the forefront of your mind when you make new business decisions?  I think you’ll find that if you have a clear definition and stay true to that definition, the decisions that follow will be much easier to make.  Now go grab pen and paper and start defining!

There is an old saying in business – “You can’t sell it if you don’t show it.”  Let’s look at this in relation to the photography business.  A majority of photographers will find that their clients gravitate to the 8×10 and smaller print sizes.  It’s what they grew up with – in their head they carry a picture of what that looks like.  Now say you really, really want to sell 20×24 and larger wall prints.  They are featured in your pricing brochure yet no one seems to buy.  To make those sales happen somewhere in your studio you have to display that size print in a way that your client can envision it in their home.

A few weeks ago this was brought back home to me when I was reading a post called Show, Don’t Tell on Jonathan Fields’ blog – Awake at the Wheel.  He was commenting on how the ipad that is being released by Apple won’t have flash.  I had registered that the new ipad wouldn’t have flash but I hadn’t really pictured what that would mean.  In his post Jonathan posted an image from The Flash Blog that showed me quite clearly what that meant.  Before it was words and talk that I heard but didn’t connect.  With this one visual I finally got it.

Where does Mabel’s Labels fit in all this?  Not long after I read Jonathan’s post the crew at Mabel’s Labels posted this fun video.  One of the benefits they tout is that their – “labels are designed to stick – no matter what!”  To prove this they started creating fun videos challenging that statement.  They attach their labels to something and run it through its paces.  One such challenge is to run the labels over with a car, another to drop them off a roof, but my favorite by far is when they attach them to a hockey puck and have kids use the puck in practice.  Love it!!  The Mabel’s Label crew completely understands the show it to sell it theory and put it into action in a fun creative way.

*Disclaimer – I know I’ve mentioned Mabel’s Labels in the past.  However I have no connection to them.  Well.. my sister does buy them for her kids, which is how I found out about them in the first place.  Or maybe it’s just that I have a thing for Canadian companies.  Looking at my twitter followers – I’m HUGE in Canada.  Possibly it’s all my connections to North Sydney, Nova Scotia… Nahh really don’t think so. *

Lululemon, Lululemon, Lululemon!!!  There I said it!!  In the last few weeks it seems that every time I get into a conversation about marketing and social media the words “Lululemon – their message is tight!” comes out of my mouth.  Let me explain.

I knew of Lululemon, but they didn’t really hit on my radar until I did some research for my Inner Girl Athlete and Under Armour post.  In that post, if you recall, I mentioned how Under Armour had a position open for a Women’s Marketing Manager and that I had applied for the position (still no word there).  In doing my homework I researched other women’s athletic apparel makers, including Title Nine and Lululemon.  I also started following their Twitter feeds and became a fan on Facebook.  Not only did Lululemon blow me away, but I’m quickly becoming a super fan when I’ve never spent a dime with them or own a single piece of their apparel!!

When it comes to having a clear vision of who they are and how to communicate that vision with their “guests” they have it nailed!  A quick visit to their website and you will find the words – goals, outgoing, upbeat, energetic and fun – permeate the site.  Here’s the really cool thing – had I only ever gone to their Facebook fan page, blog or Twitter feed I still would have received that message.

Their message isn’t just about putting out the word but actively living the lifestyle they preach.  Lululemon runs challenges that they not only promote but actively engage in as well.  For the month of February they ran “A Challenge a Day”.  A couple of my favorite challenges were #21 – leave a positive message in a public place and #22 – hold downward dog for 5 minutes.  They posted the challenge with images of themselves participating in the challenge.  Fans then participated by commenting on how they met the challenge.  The challenges spread Lululemon’s overall message in a fun, upbeat way.

Here is how Lululemon knocks the socks off with their Social Media efforts.  They very, very actively listen and take part in the conversation people are having about them.  They are constantly looking for feedback on their products.  You can give your input in several different ways – a form off their website, an in store form or comments on their Facebook fan page.  And I know they are listening.   Look at their fan page, someone from Lululemon almost always comments on the customer feedback.  They let the commenter know they will pass the word on to the designers, etc…  Usually Whitney does the honors.  I love that I know Whitney is taking care of me should I have an issue.  I now no longer feel like one of many but like I have a personal connection – an inside line so to speak.  Mind you I’ve never met Whitney but I know she hears me.

Lastly, in terms of using Social Media in a way that I love, Lululemon posts on their fan page new products.  I know many people do that, but here is where Lululemon stands out – they attach a small story to it.  They give you a review – what the product is – ie rain jacket etc.., an image of a real person (usually someone in their office) with the person’s measurements so you can envision how it fits on you and then they tell you why they made it.  I love knowing their thoughts behind the piece – it lets me feel like I have a peek into the inner works of the company – I then can feel like I own a piece of the process – especially if some part of the new design came from feedback I gave them! (check it out here)

There are so many other ways that Lululemon makes a complete circle with their message and I urge you to check out their site, blog and facebook fan page to make the connections for yourself.  Now I’m off to find one of their retail stores to experience the message in real time!