An elephant’s eyesight is moderate at best. Research shows that some packs are actually led by blind elephants. How is that possible? It’s simple. They rely on their trunks.
Smart brand leaders know not to rely solely on obvious methods to keep people engaged with their brand. Although the basic practices are important to implement— finding creative ways to position your brand in the jungle out there can make all the difference.
Strong leaders will drive that process and use more than vision to make their brand stand out from the herd. Here are a few tips that small business brand leaders can learn from the elephants.
Extreme flexibility. An elephant’s trunk has an estimated 100,000 muscles—and they use them. Flex your brand muscles with your competitors, but remember, rules are made to be broken. When it comes to customer satisfaction, be flexible. When a customer is not satisfied, if you see it or sense it—keep your brand promise and find a solution. You can bend without breaking.
Reach. The average weight of an elephant is 5 tons and they can stand on their hind legs to reach the vegetation they need. That’s an interesting balancing act, and one to follow. The sky is usually the limit. However, remember that setting brand goals that may be slightly out of reach is also a good strategy. In that way you monitor growth, keep balance and extend your brand reach through steady, incremental levels of success.
Readiness. Adult elephants sleep standing up. Even in a resting state, they are ready to go. Seasoned small business owners know the importance of recharging while being ready for the next challenge. In order to achieve and maintain success, be prepared for it. That can mean creating a year-end internal and external review process, setting goals, and revisiting the marketing plan. The bottom line is—ensure your brand is always ready to exceed your customers’ expectations.
The saying that elephants never forget is just a myth. But the brand leaders that do remember the important lessons we can learn from elephants may very well be on the verge of unforgettable.