The Spark (Or Sparkle)*

December 22, 2020

Humans spend years looking for the spark; in life, in a partner, in a career. Brands do the same.

Organizations spend endless hours (and budget) digging into what the most inspiring and captivating thing is that they can convey to their audience. And yet more often than not, it just doesn’t cut through. Why? Because people are just busy and why should they care?

The key is making people care. Or giving them reasons to care.

Internally – You spark is:

·         Your sense of purpose.

·         Intangible, but infused.

·         Baked in.

·         Sustainable.

Externally – You spark is:

·         Why people believe.

·         The perceived intangible.

·         A single attribute you’re known for.

Here are our tips on defining and using that spark:

1) The SMIT*

*The Single Most Important Thing.

The best advice we can give brands is to focus in on the SMIT*. Define it, own it and do it really well. Coca-Cola ooze this.

2) Be Real.

Nobody is perfect. No brand is perfect. But you can be real, truthful and authentic. Acknowledge your imperfections and show how you are working on them.

3) Give-Back.

No one likes greed. And all consumers love to feel better about their existence. Giving-back should be part and parcel of everything a brand does. However big, however small. It should be real and start with your people and processes internally.

4) Less is More.

It’s such an important one that’s so overlooked. Often CEO’s want more and more and yet, the best thing you can do is do one thing REALLY well and be known for it. Focus resources, energy and some tail wind and do one thing.

5) Shadow Values.

Organizations often shout about their values and what they stand for. But it’s what is lurking in the background that is something that needs to be uncovered and tackled. It’s the unwritten rules, or the things you’ve always done since time began and it might be holding back your true values and overshadowing them.

6) Compassion.

More than ever, brands and organizations need to show compassion. To their staff. To their loyal customers and to people they touch. 2020 has been a year to really reflect and think a bit differently. For us at Bodhi and Co. we are embracing thinking differently and enjoying the challenge to create even more meaningful connections with the organizations and audiences we work with.


Author Headshot

Dani Wilkinson

Dani has a passion for making brands sparkle. From Dyson vacuum cleaners to Pies, she built brands from the ground up and has a strong perspective from both high-level, to actual practicalities and how to get something done.

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