But, just like in our relationships, brand desire is not easily maintained; it requires active cultivation to continuously feed and energize the relationshipto create a future where the brand remains an irresistible and irreplaceable part of our lives.
These days, big brands maintain a very active social media life. They tweet. They Facebook. They Instagram. Some even SnapChat.
Cultivate your brand via social media.
WHO: Target Audiences
Who is your customer?
Then add value.
Right now, it is important to understand that your effectiveness as a business or a brand lies in how well you understand the needs of your customer. What your customer demand will affect what and how you offer your services or product. Their needs will become your focus. That will, as time goes, change and evolve. Or expand. So must you.
Who is your customer? Are you B2B or B2C?
Sometimes, you intentionally design your business to be a feature rather than a cognisant product. Your target audience might not be the end consumer. Take for example Visa. To the end consumer, the value is in knowing that the credit card issued by their bank of choice will pay for their goods. But that means, the bank and Visa have shaken hands to work together. Visa’s clients are the banks. They intentionally do not market to the end user. Many aren’t even aware that Visa is a separate entity from their banks. To the end user, being able to pay for their winter jacket using their ‘Visa card’ is akin to having an ‘on’ button on their vacuum cleaner.
ME: EFFECTIVE AND AFFECTIVE COMMUNICATION
One of my heroes, Mark Twain, is quoted to say:
The difference between the right word and the almost-right-word is the difference between lightning and a lightning bug.
The author of the wild popular book Eats, Shoots and Leaves, Lynne Truss, made a very clear case for precision of language in promoting effectiveness of communication. The panda eats shoots and leaves (of bamboo), but adding a comma automatically (and radically) changes meaning and intent of the sentence. Now it’s a murderous, intentional and vicious panda!
How confident are you that your written content—intended to persuade, communicate and sell your product or service—is written without error?