One of the best pieces of branding advice that I and my team at Brand Inspiration consistently give organizations in today’s cluttered media environment is quite simple: Get real!
Let’s face it: We live in an age of media transparency. Virtually everything we do as individuals, from where we eat dinner to what music we are listening to as we dine, is being broadcast across social media for all the world to see. And if you’re not the one broadcasting it, you can bet that your dinner partner most certainly is.
Sharing these daily experiences connects us with our families and friends in ways we could not have envisioned just a few short years ago. The same should be true of how your donors, customers and the general public connect with and relate to your brand!
Remember that old adage: People do business with people they like? It still holds true! Donors and customers want to get to know you before they do business with your organization. In this modern day and age, people want to feel as if they have an old-fashioned personal relationship with the brands they interact with and the people who stand behind them.
But how do you accomplish that if you don’t have the luxury of seeing donors or customers face-to-face? I tell organizations to make every interaction as genuine as they possibly can. Of course, you should designate an employee to “like,” comment on, and effectively respond to social media posts. Yet Brands that take root go far beyond the quick “like.” They understand what we advise our #BrandInspiration clients: People will develop a relationship with your Brand if you take an interest in them and share the things you care about. Express your jubilation at the home team winning that game. Share a cause that you and your employees are passionate about. Voice an opinion on an issue that matters to the people you serve. Don’t be afraid to show personality, to ask questions, to admit mistakes, and to have a relationship with your donors, clients and customers.
Finally, don’t limit your relationships to social media. Don ‘t be afraid to show your Brand’s personality in everything that you do — from print ads and direct mail pieces to television commercials and local events.
As always, if you need marketing or creative assistance to show the world who your Brand really is, the experts at Brand Inspiration are here to assist. Contact me today on my cell at 203.824.4282 to talk about it over #CoffeeWithMD.
