Tunnel vision. It’s what many businesses don’t realize they’ve fallen victim to when developing their identities and positioning themselves in their respective industries. What I mean is, it’s one thing to see your brand for what it is as the creator but how your brand is perceived by an audience is based on much more than your ability to create a logo and use consistent brand styles.
Brands are feelings, a brand is a relationship, an emotional connection you create with your customers and community. A brand is not a style guide. It’s not slapping a logo on a photo and posting it across the internet. As you spend time developing the aesthetic elements of your brand, don’t forget that there are several more pieces required to complete the never ending puzzle that is success in business. A brand is an all encompassing cohesive digital experience and it cannot be defined with just photos, videos, graphics, links, social posts and fonts.
A brand is an all encompassing cohesive digital experience.
Your brand is a personality. If you establish one that is relatable and reliable, your brand will serve as a lifestyle platform that inspires and communicates hope versus a self-promoting spigot.
So, how do you position your brand so others see that?
Step 1: Stop seeing your audience and your customer base as a number. Embrace them as a community versus as a following. Being able to identify your ideal client/customer is going to help immensely in this regard. *Stay tuned for a follow up article on how to identify your ideal customer…coming soon to lizmuroskimedia.com/blog!*
Step 2: Position your brand as a resource. How your brand is perceived is a direct reflection of the actions you take among your community. The way you interact with those you serve on and offline is global validation for your growth. The second step to building a reliable and trustworthy reputation is to position your brand as a resource. It is a two-sided relationship where you proactively share content to populate your channels and where you allow your customers to evolve it. You can do so simply by reminding them there’s a person beyond the computer screen.
Consider this: When a customer asks a question on your social media channels, do you respond? In what fashion? In what time frame? What about when they offer a compliment? Do you thank them? These are just a few variables to consider as you work to position your brand. In today’s world, one opinion quickly turns into everyone’s opinion and it’s obvious when you don’t care. You need to build trust in order to adapt and evolve and that includes showing them that you are there for them.
When you embrace your customers as a community that you’re willing to help versus as a following or a number, you position yourself as an industry leader and build loyalty among your audience. The customer has and will always be first. Get them excited, keep them wanting more, let them know they can count on you. After all, your brand isn’t what you say it is, it’s what your community says it is. Don’t let them down.