Showing the person behind your brand has never been more essential
In times of crisis, revealing the personal side of your business is a great way to really engage and connect with your network of customers and like-minded people.
Here are 5 ways you can build a compassionate and more personality-driven brand image in these hard times.
1. Join the conversation, or start one
With screen time skyrocketing right now, there’s never been a better time to build a great social network and refresh, or even start a conversation around your brand.
In these tricky times, it’s hard to know which angle to take on your professional social platforms – so why not try the ‘no angle’ approach and be honest with your network.
Remove the ‘sell, sell, sell’ attitude from your communication and simply seek to share your knowledge, experience and expertise with your audience. This can really help people to identify with you and your brand – and likely remember it when they are ready to purchase.
2. Know your brand values
As small business owners, we are often the real representation of our brand. Our own personal values and those of our brand are totally connected. So make sure your brand values are clear to you and your customers.
This doesn’t mean reciting buzzwords like ‘high-quality’, ‘professional’, or ‘innovative’ but really understanding the drive behind what you are doing, why you are doing it and who are you doing it for. As soon as you fully understand this, your brand values will shine through in everything you do.
3. Create consistent content
After reacquainting yourself with your core brand values, it’s important to make sure that the content you’re delivering to your audience is consistently aligned with these values. Creating a clearly mapped out schedule of content is a great way to ensure everything you’re putting out into the world is on-brand and consistent.
4. Actions speak louder than words
With brand-building, as with most other things in life – actions speak louder than words, so employing a strategy which allows your actions to be closely aligned to your core values is a great way to create a positive and memorable brand image. Shoe brand Toms have an amazing on-going campaign called ‘Buy One, Give One’ whereby their customers can support a struggling community while buying a pair of shoes.
5. Spread the word
All of the knowledge that you have acquired while building your brand is highly valuable and has likely been shared with your network or your customer previously.
However, it is highly unlikely that this content has become outdated, so why not spread the word further with your ever-growing interconnected digital population by sharing an article you have previously written on your social platforms, or doing a ‘what you might have missed’ workshop.
After all, if your putting out valuable content, it’s certainly worth repeating.
If you’d like to get more ideas to improve your brand image in times of crisis, join us on our weekly free webinars every Monday at 1.00 pm. Contact firstname.lastname@example.org for more details and your personal invitation.
This article was written in collaboration with Dee Woodwards. You can find out more about Dee on her website: www.bydeesign.co.uk