The way we communicate is changing. In February 2004, Facebook was founded. The creation of Twitter came two years later in March of 2006. One year later in 2007 Steve Jobs announced the iPhone, and more recently Snapchat was released in September of 2011. At our core, human beings want to be heard – it’s our nature. We long for a human connection, to feel we are all part of one. We want to relate to the content we are being served on these platforms, which leads me to my question – what is your brand’s story?
Discount this, price slash that. Black Friday deals to rally troops and storm retail fronts to splurge on your products. Blinking lights flashing “ONE DAY SALE”, enticing customers to come in the door. Mass media TV commercials and radio ad’s, screaming from the roof tops that they have the best deal in town! What is this really doing? This drives sales today, which is a good thing. This article is not to discount this method of reaching your audience, but to touch on the importance of messaging in the marketplace that will lead to longevity.
This year, make it your goal to create a story for your brand. Who do you want to talk to today and in the future? Who are you trying to reach, and what are their habits? Would you be enticed to buy your own product on price alone, or is the value of your company more important? I challenge you to sell on the excellence of your brand and the story you tell.