What is a brightspot?

A brightspot can be many things, anything really that ignites a positive emotional reaction and leaves a warm, golden glow. A brightspot is more than just visual, it’s visceral on some level; the difference between a cute pic of puppies on your feed and the unexpected delight of Trader Joe’s blaring 80”s rock outside the store so that you feel less socially distanced and just physically distanced instead. It’s also very on brand because happy grocery shopping is at the heart of Trader Joe’s philosophy even in a pandemic.

Do brands need to be brightspot’s? Yes! Every person around the world, at this exact moment, is looking for a brightspot. So be it! But how? Brands are facing myriad challenges right now operationally and financially. It’s easy to let those hurdles overshadow the importance of honesty and optimism in your communications, but that would be a mistake because a clear, confident message is what the public wants most right now.

Start by looking inward, know thyself. Identify the best attributes of your brand, even if they’re small (and if you can’t list one then please stop any plans for short-term marketing). Do you believe in them? Does the organization value them? Will they help foster a true, safe connection with your target audience? Good. You’re on your way to making this new reality a little brighter.

Hopefully all of this makes sense and sounds surprisingly doable. But…many organizations are struggling with this very process after months of furloughs, lay-off’s, lost revenue and rock bottom morale. Sometimes it’s hard to shine. That’s where brightspot marketing comes in. Don’t let the lack of bright colors, motivational quotes, and clip art confuse you, the brightspot happens when we work together.

The goal of this micro-organization is to provide the dynamic connection and insight to make the marketing process clearer, more engaging, and results-oriented all while keeping the spotlight where it should be…on you.