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Robertson: Take lessons from bumper sticker

“Life is Good” bumper stickers appear to be everywhere and for good reason. These bumper stickers do more than reflect a positive mantra. They are signs of a successful business that began with humble beginnings and a commitment to be good.

The Jacobs Brothers, founders of the Life is Good brand, wanted to make a living by creating art so they designed and sold T-shirts. At times they thought of giving up on their dream but one day, while talking about the deluge of negative news, they had an idea that focused on something positive and three little words: Life is Good. From that first Life is Good shirt a brand was born.

Their business grew and they started receiving letters from people who had faced adversity. Whether they faced serious illness, tragedy or the death of a loved one, these people found a way to survive and stay optimistic. The positive feedback was like fuel to the company’s fire.

What can your organization learn from this? At some point in time, every business has a challenge and a setback. These times present opportunities to re-examine the mission and focus.

Do you need to modify your course and your mission or keep on track?

The Life is Good founders had some tough times and tougher choices. Overall, they stayed on course with some minor adjustments.

Today, the company is thriving and making a difference. According MARKETINGLAND, the brand has worked hard on building a community that celebrates overcoming obstacles and coming together.

Stay true to your mission, your company and your audience. Look at the Life is Good company as an example of how to stay focused on content that creates engagement and excitement around your mission.

Using inspirational messages and images, the Life is Good brand has engaged audiences across different social channels, garnering nearly 3 million Facebook fans and 300,000 Twitter followers.

Creating a content-based application can work. Seeing that a commitment to inspirational messages and images generated social media growth, Life is Good used that same model when it began developing an app last year.

According to a company representative, the idea behind the Life is Good app is to spread optimism as well as push the company’s graphics into the hands of consumers. MARKETINGLAND notes that Life is Good decided to build messaging and photo editing into their app so that users can upload existing photos and modify them with stickers and slogans and then use them in other apps or send them to friends.

You can keep users coming back. The Life is Good team focused on empowering app users with functionality rather than directing to e-commerce, as the app attracts users who want to use the stickers and emojis unique to the brand. As a result, there are more people who download the app and make return visits. Other ways to keep users coming back are offering tips, seasonal content and other attributes to keep the content fresh and exciting.

More importantly, keep it simple and be authentic. Focus on one thing at a time and do it well. Ultimately, with a regular content program, the app experience stays fresh and exciting and you will keep users coming back and generate growth.

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This column was compiled by Karen Geriner Robertson, director of public relations and client development at RobMark – Web • Advertising • PR. She can be reached at karen@robmark.com or (912) 921-1040.

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