In this blog series, we’ll attempt to bring clarity to some of the dynamics of building a strong brand.
Think big picture. Think long term and stay the course. It will help you say the right things to the right people at the right time to help you get where you want to go.
You know about TMI.
Ever been on a first date where someone scared the heck out of you by spilling their guts too soon? Worse scenario: ever look back and cringe after you realized you did that to someone else?
A dating relationship can be a valuable metaphor to help you structure a customer engagement process that will help your brand win with the people you
want to reach.
Let’s try another experience metaphor. When you are driving to dinner and have decided to try a new restaurant, you likely have an idea of what kind of food you’re craving. You’re definitely already hungry. From there, you’re probably choosing based on some initial expression of a restaurant’s brand– like a name, building, or sign. At that time, you usually don’t need (or want) to know where and how the meat is farmed to make your choice.
Start here. With just a little thought, you can capitalize on more opportunities.
Be the expert.
Consider your tone of voice. Always set out to educate your customers first and sell second. When they are ready to make a buying decision, you’ll have the game-changing edge of being viewed as an honest expert. Who wouldn’t want to buy from a brand like that?
Know the one thing.
If you have an unexpected 30 seconds with a very important prospect, you have one chance to deliver a powerful message with clarity of purpose. What is it? Having this on paper gives you a powerful brand anthem everyone can understand and get behind.
Create a logical message hierarchy.
Plan around you customer’s decision making process. This will make it possible to resist the temptation to try to say everything about why your brand is great at every opportunity.
The first opportunity to get a customer’s attention is the most important, but not the last. Make sure your primary message is powerful and on target, but short and sweet. If you succeed there, it definitely won’t be your last opportunity to entice that customer with the right information to help you win their heart.
We believe you can change the world with your brand. We can show you how.
This entry is part of a six week series exploring answers to critical brand building questions: