Code of the West, Small Business & Branding

We recently had the pleasure of traveling to Wyoming for Cheyenne Frontier Days.  While the event is best known for its rodeo – branded as the “Daddy of ‘em All” – we were there to immerse ourselves in the spirit of entrepreneurialism and individualism. 

We were not disappointed.

Major sponsors such as Coors, Coca-Cola, and Bank of the West are important for the financial health of CFD, but the small mom-and-pop businesses fascinate the crowd with their creativity, clever products, and down-to-earth approach to marketing.  We started examining this spirit, and in doing so, rediscovered the Code of the West or Cowboy Ethics (ala Jim Owen). 

The Code of the West isn’t complicated or complex, but in an age of hyper-branding and misleading marketing, it is particularly relevant:

• Live each day with courage
• Take pride in your work
• Always finish what you start
• Do what has to be done
• Be tough, but fair
• When you make a promise, keep it
• Ride for the brand
• Talk less and say more
• Remember -- some things aren't for sale
• Know where to draw the line

We saw many small businesses exemplifying the elements of the Code. Individuals and families invested not only their money, but also their love for their products and hours of hard work.  They took time to talk with their customers, customize their products to customer needs, and deliver value.  This wasn’t about the hype created by social media or “uber” brands that tend to dominate the landscape.  This was about integrity. 

The concept of “brand” is about making a promise and delivering on it.  At CFD, craftsmanship abounded, business was brisk, and entrepreneurs were building a personal brand. 

Lest this appear overly simple in our puffery-filled world, we’re not alone in seeing the connection between the Code and the value to business. The Wall Street Journal asked, “Where have all the cowboys gone?” in an article last September that examined cheating scandals across the country and how the Cowboy Code could be used to counter the trend.  We would suggest that the Code is thriving among the small businesses in Wyoming and provides a marketing lesson for us all.

Facebook: Mandatory marketing? Apparently not ...

With all the buzz around social media, we found a refreshing blog by a marketing company that quit Facebook.  What?  Quit Facebook? A marketing firm? That’s right – they quit Facebook, despite all the pundits encouraging companies to use any and all social media platforms.

Sisarina is a marketing firm empowering small businesses and nonprofit organizations.  (Hmmm…sounds like Ideen…perhaps that’s why we like them so much…) 

Late last year, Sisarina made the decision to pull the plug on Facebook.  As they point out, and we agree, this medium works best for B2C (business to consumer) companies that have products they can give away for free.  If you’re in a services industry or B2B (business-to-business), it may not be wise for you to invest your precious marketing time on Facebook.  

First, establish clear goals for your social media marketing activities.  Second, decide where you’re going to invest your time and energy.  Your decisions may or may not include the latest, hottest social media platform...and that's okay.

At the end of Sisarina's blog explaining why they shut down their Facebook page, they published their social media plan for 2012. 

It is a total of 54 words.  That’s right – this marketing firm concisely states their approach to social media in less than 60 words.

We’re highlighting this decision and Sisarina’s ability to boil down a seemingly complex and complicated world of social media into a 54-word plan because it is a refreshing alternative to the hype we see from other marketing or PR firms.  Well done, Sisarina, well done!