My last blog I ended with “What is your why?” What does that mean? For me, it’s about belief, passion, and love. It drives me, it’s one of the reasons I live for. It’s like a cold burst of water being splashed over your face waking you up to the exuberance of life. What does it mean to you? How does that relate to marketing a hockey team? At the core of any great organization, individual or institution it’s your DNA that’s at the heart of your brand. This is your focus. This is who you are and what you want to market. It is unique to you. That is your exclusivity. The last exclusive brand I’m aware of is the erasable pen from Gillette (correct me if you have any other recent examples). No marketing necessary for that one just let consumers know you have one and advertise the hell out of it. The rest my friends is history.

Everyone claims great people, service and products. However, it’s your persona, methodology, and culture— your DNA that separates you from your competitors. This is your foundation. This is who you are; it is your “why.”

So what exactly are you suppose to do with that? Nothing, except what you’ve always done— be yourself. Just do your thing, run your practices, coach your team. Forge your relationships between your players, parents and other coaches. Mentor, teach, have fun. Isn’t that what drove you to begin with? It’s the game. It’s hockey. The smells, (especially the locker room), the glass, the boards, the ice. The players, the team, camaraderie. Any marketing professional would feast on what you have, who you are— do what you do best and let them do the same.

The most important first step is to take that ethos and build your brand. All of your marketing communications materials should emanate from this single-minded point-of-view. One message, consistent, clear and concise.

Next blog: Plan of action