Six things I learned about Branding from Steve Martin: The Conclusion

I think it would be worthwhile (and entertaining) to continue discussing "STEVE! (Martin) — a documentary in two pieces" on Apple TV+ for months. In recent weeks, I've been sharing what I've learned about branding from Steve Martin, such as:

Lesson 1: Start with your why – grow faster

Lesson 2: Stand out from others – to differentiate for customers

Lesson 3: Know your audience – also be authentic

Given the abundance of material, you can start by watching the film. However, let's consider this a quick roundup of the last three things I learned about branding. These are perhaps less conventionally about “branding,” but I think they are good advice for businesses and brands.

Lesson 4: Know when to pivot

In the movie, there's a story about Martin looking out at the audience and seeing an empty table for the first time. This is a clear indication for him that it is time to pivot.

I advise people starting a business or running a brand to ensure they don’t wait until after the brand declines to pivot or change things. You can innovate, change your target audience, or pursue other strategies, but the key is to know your brand well enough to recognize when to start shifting.

Lesson 5: Don’t (always) listen.

Steve Martin’s early reviews were not always great – some called him the “world’s luckiest amateur,” while others said he was the “worst thing to ever happen to American comedy.”

As a brand, you should listen to your customers. But know that when you try something new, some people won't understand it and may react negatively. For whatever reason, some “experts” may be hostile towards your product or brand, some customers may be alienated, and some may not get it. But as long as it works for you and your target audience, there is reason to proceed.

Lesson 6: Bring a friend

Throughout the movie, Steve Martin references people who influenced or helped him along the way – he always had a partner. Perhaps his best-known partner is Martin Short, with whom he performs today.

From a branding perspective, having someone you trust to discuss ideas, envision the future with, or keep you accountable is incredibly important. Better ideas come from collaboration.

That’s it, six things I learned from Steve Martin about branding. Have you watched it yet? Are there any things you would add?

Need help with any of these? Feel free to reach out.