The Way of Discipline.
The Way of Discipline
“It will not happen cutting corners, taking shortcuts, or looking for the easy way. THERE IS NO EASY WAY.” - Jocko Willink, Discipline Equals Freedom.
In the dynamic realm of branding and marketing, shortcuts and hacks are all too familiar. But true success is born from a foundation of discipline. Retired U.S. Navy Seal Jocko Willink writes about the way of discipline in his book, “Discipline Equals Freedom.” We can apply that to marketing and branding.
Discipline is a way of life. Marketing requires consistent efforts, structured planning, and a strategic approach. It's about adhering to your marketing strategy, monitoring results, and making data-driven decisions.
No Shortcuts
“People look for the shortcut. The hack. And if you came here looking for that: You won’t find it.” - Jocko Willink, Discipline Equals Freedom.
The road to marketing success is a marathon. There are no shortcuts. Building a strong brand and engaging marketing campaigns takes daily consistency in your marketing efforts. Whether it's posting content, engaging with your audience, or analyzing data, consistency builds a strong brand presence over time.
Good Examples
“The hack doesn’t get you there. And if you want to take the easy road, it won’t take you to where you want to be.” - Jocko Willink, Discipline Equals Freedom.
Consistent Brand Voice and Messaging:
Think of Apple's consistent brand message of innovation and simplicity. It resonates in all their marketing efforts. What are your brand's core values and messaging guidelines?
Consistently Create Engaging Content:
Think of Starbucks consistently engaging its audience with timely, season-themed content. Are you able to adhere to a consistent posting schedule? Which season-theme content opportunities are coming up for your brand?
Data-Driven Decision Making:
Think of Netflix’s uses data analytics to tailor its content and marketing strategies to audience preferences. Who is your target audience? Does your content strategy match their preferences?
Engagement and Interaction:
Think of Wendy's witty and engaging responses on social media and how it boosts brand engagement. How would your engagement change if you dedicated time to interact with your audience?
Bad Examples
“Discipline: The root of all good qualities. The driver of daily execution. The core principle that overcomes laziness and lethargy and excuses.” - Jocko Willink, Discipline Equals Freedom.
Let’s talk about Instagram for a minute.
Reptar crafted captivating brand stories and engaging content. She replied to comments. She immersed herself in analytics and was disciplined enough to adapt to her audience's preferences. She created a loyal tribe.
But Tiger had a different approach. He followed and unfollowed, spammed relentlessly, joined engagement pods, and begged for followers from alternate fake accounts. We all know a Tiger.
Tiger’s follower count was higher, but he had less engagement. Suspiciously low. His lack of a disciplined approach left his brand struggling. His low audience engagement told Instagram to not push out his content. He’s now shadowbanned for spamming.
Applying Discipline to Branding and Marketing:
Discipline defeats the infinite excuses that say: Not today, not now, I need a rest, I will do it tomorrow.
Think of your brand.
Now, imagine how a disciplined approach would affect it.
What would happen if you defined your brand's values and stuck to them in every interaction, like Nike's "Just Do It"?
What would happen if you developed a content calendar and stuck to it? If you regularly engaged with your audience like Airbnb? If you analyzed marketing data regularly to make informed decisions like Amazon?
Now I’m assuming you aren’t Nike or Coca-Cola. I’m assuming that your brand is smaller. Your brand has its own strengths and weaknesses. What are they?
I’ll give you the easy one. If a marketing campaign isn’t working, you don’t have to wait for 10 different approvals and have 3 different meetings before deciding what to do. You can scrap a marketing campaign that day.
That speed and adaptability can give you the edge over big brands. What other strengths does your brand have? How can discipline enhance your brand’s strengths? And how can it cover weaknesses? It gives you a lot to think about.
So let your brand’s journey be a testament to discipline. No shortcuts. No hacks. Just the way of discipline.
