At Hummingbird, we love working with our clients to find small incremental changes they can make in their branding and marketing initiatives that create a monumental impact in their business. All our clients need to do as business leaders is share what competitors are doing, what they’ve done in the past or are currently doing within their companies, and share their ideas with us. Then, we can make small changes that create ripple effects across their brand, strengthening it even beyond how they had planned.
We call this approach the Hummingbird Effect, and it’s inspired by the unique nature of hummingbirds. Read on to discover what the Hummingbird Effect is, how it can impact your brand.
What Is the Hummingbird Effect?
Summer in the southern US provides the perfect backdrop for the small, colorful birds that linger at backyard feeders and flowers, fluttering their wings so fast you can barely see them.
Did you know hummingbirds didn’t always have the ability to hover over flowers and feeders the way they do now? In fact, their story is an incredible tale of co-evolution. Because the flower needs the hummingbird to spread its pollen, it offers a sweet reward — nectar. To reach the delicious treat, the hummingbird needs a long, specialized beak and the unique ability to hover.
Over time, hummingbirds have developed exactly what they’ve needed for different flowers, and ecosystems around the world have come to depend on these reliable pollinators to continue flourishing.
The key takeaway in this incredible tale is this — small changes on one side lead to big changes on the other. Small changes in the hummingbird have impacted entire ecosystems of flowering and fruit-producing plants. That’s the Hummingbird Effect.
Nike Exemplifies the Hummingbird Effect
To begin understanding what the Hummingbird Effect has to do with branding, let’s look to Nike for a model of the Hummingbird Effect in business. When Nike co-founder Bill Bowerman was searching for a way to give runners the traction they needed on different surfaces, he found inspiration during a Sunday morning waffle breakfast. He quickly ran out to his garage and crafted the first waffle sole using his wife’s waffle iron.
He discovered the unique design gave runners the traction he’d been looking for, and that was just the beginning. To this day, the brand continues to innovate in footwear design and athletic apparel, becoming a global leader in sports performance products.
What’s especially unique about this story is that waffle iron-like tools existed in Europe as early as the 14th century. Bill Bowerman’s wife was using the waffle iron in the 20th century for a typical American breakfast. Bowerman’s Eureka moment led to the prototype of Nike’s distinct waffle-soled running shoe, and the rest is history.
That’s the Hummingbird Effect in action. The waffle sole’s improved traction embodied a larger shift in the entire industry, driving the design of running shoes toward performance enhancement. In the 21st century, performance continues to be a major focus as manufacturers strive to create shoes that make runners faster and more efficient.
How the Hummingbird Effect Can Impact Your Brand
You may be thinking that was great for Nike, but you still may not be sure what the Hummingbird Effect has to do with your company’s branding. The answer is EVERYTHING. It’s easy to get caught up in the daily grind — chasing trends, launching campaigns, and measuring results. But what if we told you a seemingly insignificant change in your brand strategy could trigger a major shift in your business?
It may be a slight adjustment in your messaging, a renewed focus on your core values, or a touch of innovation in your customer service. These are the nectar that attracts your ideal customers. The Hummingbird Effect isn’t about flashy gimmicks or empty promises. It’s about understanding your brand’s essence and using that to cultivate lasting connections with your audience.
Let’s take a closer look at three potential adjustments your brand can make:
Adjusting Your Messaging
As your brand grows and evolves, so should your messaging. Evaluating whether it’s getting you the results you’re looking for in leads and conversions is a natural part of branding strategy.
You may only need a small change that takes into account new services you provide, new audiences you’re expanding to reach, or your growing understanding of your ideal customer. Making the adjustment in this area could impact your brand across the board, ultimately increasing its value.
Renewing Focus on Core Values
In addition, it may be time to revisit your core values and renew your focus on them. More than ever, customers today are looking to align with companies that hold the same values and align with their purpose. It’s so important for your customers to understand that you’re a good cultural brand fit. If your team members and marketing collateral lack a strong sense of your brand’s values, revisit them.
Think about the iconic Apple brand. The company’s mission statement is “to bring the best user experience to customers through innovative hardware, software, and services.” The vision statement is “to make the best products on earth and to leave the world better than we found it.” From a single personal computer to a ubiquitous mobile device, the brand has stayed true to its core values of innovation and quality, providing an unrivaled user experience for years.
Innovating with Customer Service:
Customer service innovation can also contribute to the Hummingbird Effect. Because customer satisfaction goes hand in hand with company reputation, it’s important for your customers to have a consistent experience with your brand. That means delivering what you promise in timeliness, quick resolution of issues, and professionalism across the board. If you’re lacking in consistency, small improvements can make a big difference.
Maybe a company-wide training day is in order to address problem areas and collaborate to solve them. Or perhaps the addition of something small to the service you already provide is all that’s needed.
Consider your last visit to a Chick-fil-A. Did every team member you interacted with end your conversation with, “My pleasure”? It wasn’t that way when Truett Cathy opened the doors on the first Chick-fil-A restaurant in 1967. It was much later when an employee at a high-end hotel replied to his request for service with, “My pleasure,” Cathy took that back to his team. Since then, the phrase has become synonymous with the brand… and with excellent customer service.
These are just three examples of the Hummingbird Effect in action. For years, businesses have focused on short-term marketing tactics. But what truly matters is building a strong brand – that’s the Hummingbird Effect. Small innovations in branding can lead to surprisingly big results – increased valuation, stronger culture, and a marketing message that resonates.