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Big Brand Branding

May 2, 2013

Daily ReadBig Brand Branding

Social media has thrown branding into the hands of the customer (literally) and yet so many companies still struggle with how best to brand their products or services. Your story is always about the people who use the thing you sell, not about the thing itself. In other words, cast your customer as the hero, rather than you or your product. Tell that ‘bigger’ story relentlessly and unwaveringly. This might seem easy for a large corporation, but what if you’re a small business? How can you compete on the front line of branding?

1.  Hire a brand journalist. They work inside the company, writing and producing videos, blog posts, photos, webinars, charts, graphs, e-books, podcasts and more, all of which can be used to draw people in. They have a clear understanding of what people (your customer) might actually want to read, watch, listen to and–this is critical–share. You want a customer-driven approach (not corporate driven).

2.  Tell your bigger story. You, too, can identify your bigger story: How does your product or service live in the world? How does it help people? Shoulder their burdens? Ease their pain? Your story is always about the people who use the thing you sell, not about the thing itself. In other words, cast your customer as the hero, rather than you or your product.

3.  Cultivate community involvement. The best brands don’t just churn out regular blog posts with the heavy-handedness of an orphanage doling out gruel. Rather, they create lasting programs that their communities (including customers, employees and fans) want to take part in.

Read entire article at: http://goo.gl/lQc9o

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