Skyfall grossed £37.2m in the first seven days, overtaking the previous record held by Harry Potter and the Deathly Hallows Part 2. These figures are roughly 30% up from the previous Bond installment, Quantum of Solace, so interest in 007 continues to remain high.
Is there a secret formula that business owners can replicate to ensure their brand or business continues to succeed 50 years after inception?
I don't think there is a secret formula for anything, but there are lessons that we can learn from the James Bond franchise. Lessons that if applied, could contribute to the ongoing success of your brand and your business.
Lesson 1 : Consistency
What makes a Bond film, a Bond film? Cars, girls, villains...
Every Bond film has these consistent elements, which are typically the main talking points of any TV feature or article dedicated to Bond.
Every business needs consistency; consistency of quality, consistency of service. Whatever this looks like for your business, it's important to ensure all your customers are talking about the same qualities every time they mention you and your brand.
Do you offer a 24 hour call back service? Deliver this consistently.
Do you send a free sample with every order? Do this consistently.
It won't take long for your business to be associated with these consistencies, and this is what will keep people coming back.
Lesson 2 : Conviction
James Bond as a character is decisive. He does it, and worries about the consequences afterwards.
This isn't an excuse for recklessness, but rather a demonstration in the importance of having conviction in your decision making.
Whether a new product or new marketing strategy, you need to give 100%, follow through with your original plan and evaluate afterwards.
By seeing it through to the end, you can honestly evaluate the success, or failure, and take the lessons learned forward to your next project.
It is important to say here that planning is key. The outcome of any decision made by whoever is playing Bond at the time is contained within a film script, and the possible outcomes of any new project you embark on should be carefully considered in advance.
If the project fails, learn the lesson and move on. Not everyone gets it right every time. After all, Decca Records turned down the Beatles in 1962!
Lesson 3 : The name's Bond...
Bond has a very distinctive personality, and it's important that you and your business does too.
In the same way Bond doesn't (often) hide behind a pseudonym, or introduce himself as 'I'm from MI6', you need your businesses marketing strategy, your networking and every business communication you make to centre around who you are!
Let customers see the real people and personalities behind the brand, and allow them to build a relationship with you.
As a small business, one of the worst things you can do is hide behind the company name and become a faceless brand.
There will be no danger of this happening if you put the effort into communicating your personality through your marketing; whether digital, print or face to face.
In business, as with Bond, relationships are key.
Daniel Craig has signed up for another 2 Bond films, so it is clear that the franchise still has legs. Whether it can survive another 50 years is a discussion for another day, but by sticking to a tried and tested formula, I would never say never.
By using the lessons outlined above, bringing consistency, conviction and personality to your business, there is no reason why long term success should be out of reach.
*The above information should not be considered business advice, and does not replace the need to consult a professional business advisor*
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