Understanding EY’s Growth Story
EY, a global professional services organization, has seen remarkable growth, reaching a $24 billion valuation. This success offers valuable insights for marketers in any industry. A big part of their growth comes from how they approach their brand and connect with their audience.
The Importance of Brand Purpose
One key takeaway from EY’s story is the power of brand purpose. For EY, their purpose is “building a better working world.” This isn’t just a slogan; it’s a guiding principle that influences everything they do, from their services to their marketing messages. When a brand has a clear purpose, it helps to create a strong connection with customers who share similar values. This connection can lead to greater loyalty and trust.
Think about your own brand. What is its core purpose? How does that purpose come through in your marketing? Having a welldefined purpose can help your customers understand what your brand stands for beyond just the products or services you offer.
Connecting with Clients Through Shared Values
EY’s approach shows that connecting with clients goes beyond just showcasing expertise. It’s about finding common ground and shared values. When you can show clients that your brand cares about the same things they do, it builds a deeper relationship. This doesn’t mean pretending to be something you’re not, but rather highlighting the aspects of your brand that naturally align with your target audience’s beliefs and goals.
This kind of connection helps to move beyond transactional relationships to more meaningful partnerships. For marketers, this means thinking about how to communicate your brand’s values in your content, campaigns, and customer interactions.
Marketing Strategies That Drive Growth
EY’s growth didn’t happen by accident. It’s the result of thoughtful marketing strategies that focus on building relationships and demonstrating value. Here are some of the ways they achieved this:
Focusing on Client Needs and Challenges
Instead of just talking about themselves, EY centers its marketing around the needs and challenges of its clients. They understand that their clients are looking for solutions, not just services. By focusing on these pain points, EY can position itself as a helpful partner that truly understands its clients’ worlds.
This approach is something all marketers can learn from. Are you talking about your customers’ problems, or just about your products? Shifting your focus to how you can solve problems for your audience can make your marketing much more effective.
Thought Leadership and Expertise
EY is known for its thought leadership. They regularly publish reports, articles, and insights on important topics in business and the economy. This positions them as experts in their field and a goto source for valuable information. By providing useful content, they build credibility and trust with their audience.
For marketers, this highlights the importance of content marketing. Creating highquality, informative content that addresses your audience’s questions and concerns can establish your brand as an authority. This can include blog posts, whitepapers, webinars, or even social media content.
Building Strong Relationships
Relationships are at the heart of EY’s success. They invest in building strong connections with their clients, not just at the sales stage, but throughout the entire client . This involves active listening, understanding client goals, and providing ongoing support. These strong relationships lead to repeat business and positive wordofmouth referrals.
Marketers should consider how they can foster stronger relationships with their customers. This might involve personalized communication, excellent customer service, or creating communities where customers can connect with each other and with your brand.
Lessons for Marketers
The EY growth story offers several key lessons for marketers looking to drive similar success for their own brands:
- Define your brand’s purpose clearly and communicate it .
- Connect with your audience on a deeper level by highlighting shared values.
- Center your marketing messages around solving your customers’ problems.
- Become a trusted source of information and expertise through thought leadership.
- Invest in building strong, lasting relationships with your customers.
By applying these principles, marketers can build stronger brands, attract more loyal customers, and ultimately contribute to significant business growth.
