Brands are unique to each owner, possessing characteristics that can’t be reproduced by any other. So what is it that actually defines a brand? There are numerous characteristics that you might think are defining your brand but they don’t. For example, your perseverance to share your content with the audience and the number of individuals you reach are merely responsible for improving your brand’s visibility not defining it.
The definition of your brand actually is your unique promise of value and the unique way you communicate it. [tweet this].
Your Brand Image: You, Your Audience and Your Content
When it comes to sharing your brand with your network, how you do so will reflect upon your brand image. Feelings are what define you as a relatable individual. Keep in mind that the audience isn’t a computer program or a statistical structure. Each person has their own qualities, likes, and characteristics.
In order for them to relate to your brand, you (the brand owner) must be able to demonstrate that you are real and are an individual with whom they can interact with and are willing to share with others.
That is the key to sharing. Individuals within the audience share material and content because they enjoy how it made them feel. It could be fun facts, a great photo, or even a helpful hint. Regardless of the content, how you’ve made the audience feel will influence whether your audience will click “share” or not.
This leaves you faced with the challenge of communicating your passion to create a powerful brand image. Stop and consider what drives you. What are your goals? What spurred the idea of creating your brand? Remember that it is within the human instinct to create, which is always a great place to start if you want to stimulate conversation and interaction.
Consider what it is that drives you. Don’t you feel compelled by it? Would the audience feel compelled by it? Perhaps not, but the real question is: can they relate to it? There is essentially something that drives them in the same way. It is their passion, and they want to achieve their goals because of it. At the most basic level, we are all the same in some way. It is the feeling that you put into your content that drives the audience.
But not all content can be the story of what your goals are. This leaves you with the need to create material that continues to express that feeling to the audience. Content is good, but context is what completes it. How you act will matter the most. Are you excited about this prospect? Are you let down in a situation but work to rise again?
The feeling of perseverance is another characteristic that individuals enjoy interacting with. When a brand faces problems, they don’t want it to fail. They want to watch it succeed. When you can display your passion to overcome, you will gain the cheers of your audience as they associate with your success.
The idea behind sharing your brand by showing feelings is so that your audience can better understand your brand. But, keep in mind that there is a difference between sharable content and a sharable brand. It is possible to produce content that the audience wants to share (a popular or trending picture and topic), but that doesn’t necessarily share your brand. This occurs more often than you might think, especially on social networks. The idea isn’t just to generate viral content, but to get the audience to relate that content to your brand and themselves.
What do they think when they interact with you? But this must all start with the simple characteristics – the feelings – that you promoted through your brand communication plan. It is up to you to create an image that the audience will appreciate, interact with, and ultimately share with their networks because you have successfully made them feel that your brand is right for them.
Maria Elena Duron, CEO (chief engagement officer), buzz2bucks | a word of mouth marketing firm, is skilled at making networks “work” and harnessing powerful online and offline buzz, she facilitates online visibility services and word of mouth coaching and workshops – taking companies and professionals from buzz-worthy to bucks-worthy.