In my previous articles, I focused on who the company or brand is: what it sells, its purpose, its culture. That makes sense, because your social presence should show others who you are, or who your brand is.
Today I want to reinforce that step, which companies often skip. Without it, they end up spreading inconsistent messages and blurry narratives, jumping on trends that aren’t in their DNA and risking looking opportunistic.
A brand that talks about everything ends up saying nothing.
Inconsistency pushes people away
That isn’t healthy communication. An inconsistent message makes it harder for the audience to connect with the brand.
Think of that acquaintance who is always trying something new and, in the end, never becomes an expert in anything. Would you trust someone who changes their story and opinions all the time? Brands are no different.
Connection is one of marketing’s oldest strategies
Building connection is a strategy used by the biggest names in the market, like Nike, Disney, Natura and Apple. Steve Jobs was already talking about it in 1997.
In an increasingly noisy world, your brand’s work with the consumer happens more and more in what isn’t obvious. It moves into the unconscious: the story you connected with, the campaign that brought back a fond memory, the situation where you saw yourself.
For Freud, identification is the oldest form of emotional tie with another person. Lacan says we recognise ourselves through the feeling we have when we look at the other.
Identification also helps keep away people who have nothing to do with you: the wrong followers, who don’t engage, don’t root for you and keep looking for faults to criticise. You don’t want that on your channels, right?
Values shape who chooses you
If you’re young at heart and into technology, you probably prefer modern stores that make buying easy. If you’re more cautious and insecure, you’ll prefer sites that offer more reassurance: certificates, guarantees, complete descriptions and product reviews.
And values don’t stop there. Consuming has increasingly become a political act. Add a growing distrust of institutions, and brands are held more and more accountable for how they help people and the planet.
Another benefit of aligning values and strategy is an algorithm that works more precisely for you. With your niche’s preferences clear, it delivers your content to an increasingly qualified audience.
See why it matters to think strategically before jumping on dance trends or wearing yourself out creating content every day? That way you focus on what your audience actually needs from your product, and creating becomes far more natural.
Originally published on LinkedIn. Follow me on LinkedIn ↗