Brad Besancon walks you through “Thinking Like Your Audience” and understanding the process your customers and future customers go through when deciding to utilize your product or service. In understanding this process and with the proper messages, businesses create connections and establish Meaningful Marketing with their clients. It’s beyond “selling” them!
Everywhere in today’s business world is the word Storytelling. You hear all the “experts” say…”Tell Your Story” or “Are you Telling Your Story Correctly?” But what does that mean?
Look, telling your company’s or brand story is critical in today’s business environment. Attention of consumers is at best “lacking” and if you’re not capturing their attention through stories or what I like to call “Brand Journeys” you’re losing. Telling your company’s story takes your Audience on journey, builds trust, and can inspire consumers, employees, and partners.
So how do you do it? I’ve put together 5 Simple Steps to consider when building your brand’s story and creating your Brand Journey.
#1. Be Clear
“Experts” everywhere in social media want to show and tell their secrets to social media success. I’m here to tell you that you can boil it down into three steps.
I learned these managing the social media for the Dallas Cowboys and over the past five years working one:one with clients who were struggling with how to use social media properly.
There is a lot of work involved in these steps, but if you take the time and the steps you will learn more about your audience and how to drive them to a conversion.
Remember the BIG brands of Sears, PanAm, and Blockbuster that once dominated their markets? They became the equivalent of rotten tomatoes. Brands like fruits and vegetables have expiration dates.
Brad Besancon and Robert Riggs of Clarity Digital Marketing ask Bill Peel how to keep your brand from spoiling. Bill is a Catalyst Innovator with 40-years of Big Brand experience.
Grab a cup of coffee and watch our Clarity Conversation of the week.
If Your Personal or Company Brand Is Not Clearly Defined, It May Get Hijacked
Robert: If something is happening around your company and you’re not out there, your competitor, an upset customer, they will tell that story for you.
Brad: One crisis.
Robert: Right. If you do not define yourself, if you haven’t defined yourself in the bio, the description on your webpage, all your social media, somebody is going to define you in the terms that you do not like.
Brad: And it’s a daily thing or a weekly thing for companies out there in the digital world. You say it all the time. Be your own publisher. Be your own – pump out good quality content. What does that mean? Well, that’s back to audience speak and understanding all that. We’ve talked to that ad nauseam.
But you’ve always said – we’ve had a couple of clients where there has been a midlevel crisis I would say because of a couple of complaints.
Brad: What are some of the things that happened that we had to spend six months fixing it?
Robert: Well, they sat with the lawyers for days. Days, twiddling thumbs. You cannot do that. Literally, it’s seconds. There are precious seconds or you’ve lost it. It has gone away on you. You have to immediately show that you are what – you’re aware of the problem. You’re dealing with the problem. You don’t have to take a stance about the problem necessarily. But you better show people that hey, we’re on it.
Brad: You got to have a plan.
Brad: Right? The bottom line is in – United Airlines.
Brad: In a matter of seconds, literally seconds, maybe minutes on the high end, their reputation was destroyed when that gentleman was taken off the plane.
Robert: Well, I mean here’s what every company, anybody in business needs to know and they need to – they need to school their – all of their employees on it. You’re always on camera now. You’re on – it is –
Brad: Every action.
Robert: Every action you take is being scrutinized by someone who has got their cell phone out. It’s going to be on social. It’s going to be – you need this awareness that you are always on. You’re always subject to being criticized, evaluated and hey, sometimes, good things happen and people put them off as well.
Brad: And guess who else has got that camera. Your competitors and that’s the whole key of the discussion is putting yourself out of business before they do.
Brad: So have those conversations.
Robert: Oh, and, you know – hey listen. If I’m a guerilla marketer and my competitor, like a United, that happens, oh, I’m going to get out there on the backend of the dark web and everything else.
Robert: And I’m going to really –
Brad: Lots of stories.
Robert: Yes. I’m going to really boost that.
Brad: Lots of stories.
Robert: I’m really going to help it.
Robert: Yeah. So there are a lot of people that are better than the Russians at this.
Brad: Yeah. And they do it every day.
Robert: Yeah, yeah.
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