Be true to your brand
Consumers know. They know when your brand is inauthentic.
In the past week,
We met with a company who wanted to bring home builders into the digital age but wanted no digital presence or content management strategy.
We saw an existing client, a plastic surgeon, who wanted to promote his recent awards with a PR strategy by reducing his budget and removing his social media.
We heard from a custom home builder with homes over $2m who wanted to attract new potential home buyers but could not see the value in building a brand or strategy, providing content to future buyers.
It’s important to take marketing step by step and let potential customers and clients know who you are. The purpose of a brand is to communicate what you do and what you do better than anyone else. A brand communicates its value to the consumer on an emotional level. Martha Stewart CEO Lisa Gersh equates a brand with a set of values. “A brand is a set of values,” she said. “You have to have a set of values before you can go off and build a business, because you are building a brand, which is a set of values”.
By publishing the right content at the right time, customers will come to the brand and buy rather than be pursued and sold. It would help each of the three above examples. A lead from inbound marketing costs 62% less than through the traditional outbound marketing. It’s important to remember millennials are a key force in the move toward brand authenticity. They embrace the experience of connecting with a brand, diversity and being part of a movement.
Here are a few simple steps to begin the process of building an authentic brand:
- Know what is important to your clients and provide them information about it. This can take the form of blogs, social media posts, or white papers. What are your customers asking you about? What is happening in their industry? Send them online surveys or do periodic focus groups to stay on top of it, if necessary.
- Connect your customers to your brand with video. Videos have become popular and inexpensive to do. We recently had a salsa manufacturer, El Sol Foods, who wanted to convey when you add salsa- especially El Sol Salsa, it creates a party. We did a video around this theme and will have it on their social media, on their website, and will play it at sports events.
- Map your brand’s journey and the stories that have contributed to it along the way. Create a list of people and businesses it has helped and its high and low points. This will help excavate stories, milestones and a narrative that can be used in blogs and social media content.
- Become an avid brand spotter. Read and search for content in apps like Flipchart. Once you see what other brands are doing, it will give you ideas about your own. Save the content and share the articles that resonate with you.
- Create your own content calendar to give yourself and your brand structure. Interview your clients about what they do. Interview industry experts. Ask others in the industry what questions they are getting.