Now that we are clear on your tone and style, let’s talk about staying on brand.
It is equally important to state what you want to avoid.
This can be more difficult because you have to resist the urge to be all things to all people. You have to be explicit about who you are not. And that will turn people off or away from your brand.
We aren’t looking for the opposites of your audience, message or tone. Those are obvious. We are looking for nuances in your communications that may not be apparent to outsiders.
For example, you may have multiple locations that respond to local markets but your overall brand doesn’t focus on community engagement. That may sound strange, but I’ve seen it.
Or maybe you have a global audience that skews white male but you want to avoid catering your message to them because you want to be a force for change in the industry. The sales you lose and gain from that position will define you from your competition.
This is the kind of insight we are seeking when asking about what to avoid.
It takes confidence to hone your brand and narrow your target audience. It feels like we are pushing away potential clients but in reality we are pulling in much more meaningful, aligned and valuable relationships.
In the next video we are going to switch gears from what you want to avoid, to what you must have. Stay tuned.
If this was your first time watching, you should start with our introduction to video marketing success.