Lately, I’ve been listening to a lot of talk about listening. This was especially true at the informative and inspiring FutureMidwest conference. By now, we all know that it’s about creating brand conversations rather than just spouting the corporate point of view through traditional media channels. Two-way dialogue is the name of the game going forward.

By listening, you gain invaluable insights into the real interactions and experiences people are having with your brand everyday. But that doesn’t mean what you are saying is any less important. It’s actually more important than ever to have an authentic message.

With that in mind, here are a few things to consider when your brand is doing the talking: 

1. Say it differently.

Develop content and messaging that truly differentiates your brand from the competition. Too often we see communications, or entire campaigns, that say the exact same thing everyone else is saying. Find your brand’s true differentiators and build your message around that. Otherwise, you really are better off not talking at all.

2. Say it positively.

Approaching brand communication challenges from a negative angle is often the easy thing to do. After all, most of the products and services we are marketing solve a particular problem, and it’s easy to talk about the problems. Don’t do it. In fact, don’t say “don’t.” Or “not.” Or anything else that feels negative. Find a way to say it positively. It will always take longer, but it’s worth the effort. Now more than ever, people want to be associated with positivity. Be optimistic.

3. Say it consistently.

When your brand is speaking, make sure you stay on message in every medium. It doesn’t matter whether it’s a print ad, a blog or an e-mail from a customer service representative, be consistent with your brand’s message.

4. Say it honestly.

In today’s world, this may be the most important one of all. That’s why it’s last on the list. For impact.

Seriously, there is literally nowhere to hide anymore. If there is anything about your brand’s messaging that is not true or authentic you will be exposed. Or worse. Forced to walk the plank of public opinion. Not what you want or need. So whatever you do, be honest in everything you’re saying.

In summary, let me just say that listening to what people are saying about your brand is of utmost importance. But your loyal followers are just as interested in what you are saying. Say it well.

Todd Hughes

May 03, 2010, 11:42am   Comments