by Nikki Devereux, Director of Account Management
Our next zodiac sign is Aquarius: birthdays between January 20 – February 18.
Aquarius is an air sign with the strengths of originality, being progressive, and being a humanitarian. A couple of Aquarius’ weaknesses are that they can be temperamental, uncompromising. We’ll explore ways these positive and negative traits can be applied or avoided in marketing and business practices.
Progressiveness in Marketing
Being progressive is a useful trait in any business. A progressive person stays in tune with new technology, industry news and advancements, and keeps their finger on the pulse of current events and ideas. Progressive business people tend to be more open minded and adaptable, which is an attitude that promotes agility and flexibility, two traits necessary to survive and thrive in our ever-evolving contemporary world.
While getting stuck in a mindset or habit can be detrimental and even fatal to your business, don’t be afraid to embrace tradition where appropriate. Tradition and legacy have an important place, particularly for professional services businesses. A blend of embracing new ideas while cherishing the legacies that brought us here demonstrates a thoughtful, well-rounded depth of character.
A progressive business person is also more likely to ask for feedback from their team and be a more present, compassionate leader. These are two rising leadership qualities that will improve business performance and reputation.
Originality in Marketing
Originality may seem like a no-brainer in marketing, but at a time where it seems like everything has already been done, originality can be a challenge. However, thorough research gives us insight into the existing creative work in an industry, so we both have an idea of industry trends and what to steer clear of in order to
For example, in our design projects, creating to the highest design standards is Pinstripe’s goal. We do thorough research on both the brand we are creating for and its industry to make sure we are not overlapping with competitors. Research teaches us what to avoid so that we can get closer to an original logo concept. At the end of the day, a strong mark and color palette that speaks volumes is what we aim for, not a masterpiece work of art.
Humanitarianism in Marketing
Humanitarianism as a topic can help to boost your marketing campaigns, but it’s also important to be a humanitarian behind the scenes. What’s the difference?
Humanitarian acts are endearing, and if you portray your company in this light, you are appealing to people’s compassion, goodness and “tugging at their heartstrings,” so to speak. You see this every day in television commercials, on billboards, and on social media. An example is Johnson & Johnson’s 2019 commercial series. These commercials promote the many ways that Johnson & Johnson has products for your “whole life” and all the work they do to keep people healthy for their whole lives, not just as babies.
A humanitarian company donates money to support charities, sends their team out to volunteer on a regular basis, and gives back to their community and the world. A company that has humanitarian programs in place doesn’t just use the imagery and vocabulary to promote themselves.
A truly humanitarian company goes a step further to align its mission and vision with making the world a better place, like the company 4Ocean. This company exists to clean up our oceans while simultaneously providing jobs for coastal communities around the world. Savvy consumers will actually do the research to support companies who live their mission rather than just using heartwarming imagery to make a sale.
Avoid: Being Temperamental
Have you ever had a temperamental coworker or boss? If so, you know how unproductive this behavior can be. In fact, moody people are the antithesis of productive ones for so many reasons.
If you have a temperamental person in a position of leadership, their attitude and unpredictability deter employees from presenting new ideas or speaking up about injustices in the workplace. This fear of open communication because of a potential backlash from a boss prevents the free flow of ideas. It could also cause employees to harbor resentment and have a negative impact on their job performance. If someone resents leadership, they are more likely to resent the company and underperform, cut corners, and lose passion for the company’s mission. Employees may even be motivated to leave the company in search of a more fulfilling and positive atmosphere.
Temperamental coworkers are annoying at best, and at worst, can be downright disruptive. Their negative mood swings can weaken morale, impede teamwork, and create distrust within the team. Creativity can be stifled, and great employees may seek more fulfilling opportunities elsewhere.
Don’t be the person who stirs up this type of disharmony in the workplace!
Avoid: Being Uncompromising
At its core, compromise is an important aspect of interpersonal relationships. I’m not talking about the romantic, first date kind of relationship. I’m talking about a serious, productive working relationship.
Businesses are all about good relationships, right? So, you should expect to compromise in a variety of business situations on a regular basis. Don’t ruin your business relationships by being uncompromising. If you expect that compromise will happen and you practice it, you’ll be a much better negotiator. You’ll also be free of the stress that comes from all that conflict.
Have you ever experienced any of the above traits in your marketing campaigns or business? We’d love to hear your stories, the good, the bad, and the ugly!