Many small business people don’t actively get involved in managing their brand because they don’t (won’t) see the big picture of branding. Some who do see the importance of brand management get discouraged because they have a hard time getting started.
I’ve written a guest blog post for Spears Marketing on these branding issues. The post uses a new analogy for me on how every single “drip of branding counts”. The post also gives a super simple process for quickly gauging the current status of your brand and a quick way to define your brand objective.
Check it out (plus the posts from Seth Spears as well).
I’m sure you’ve had this happen to you.
Someone is making a sales pitch or educational presentation to you. They need your attention. Then as they begin, they say…
but before we get started let me tell you a little about our company. It was founded by Joe Whatsisname back in 1923. We merged with Whatsicallit Corp in 1934. The new company decided…
And on it goes for the next several slides and minutes.
Why lead with this?
It’s the equivalent of pulling out slides of your parent’s trip to the Grand Canyon when visitors enter your front door. It’s only mildly interesting to the person presenting. It’s sheer boredom to the audience and the potential customer.
But you might say they need to know the history of the company so they can see our longevity in the market and make an informed purchase decision…
Okay. Then in the first 5 minutes of your next job interview, tell the interviewer about the writing award you got in 7th grade.
It falls back to one of my fundamental precepts of marketing and communication. Approach all communication from the audience’s perception, not yours.
Tell them things they care about and want to know, not what you (or corporate) want to tell them.
I’m going to stop using the phrase “Don’t drink the Kool-Aid” (Flavor-Aid, actually) and I’m replacing it with “Don’t post about Zija on your Wall”.
Maybe it’s just the prism that I view Facebook through, but apparently the folks up higher on the Zija pyramid tell their underlings to use Facebook as the primary marketing tool to expand the cult.
These days, everytime I open Facebook it’s like that time someone tried to proposition me in a hotel (!)
If you want to use Facebook to sell / promote something, use a page. It’s OK to use your profile to point your friends to the page (a few times). Let those who are interested opt-in.