Tag : Brix Media Co

Brand Storytelling 101: Telling Your Story To Maximize Loyalty

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Do you want your brand to resonate? To truly embed your brand in the mind of customers, you need to establish a personal connection through a well-told brand story. The most powerful brand stories build trust while driving home the core values of the company. Make an effort to cultivate a compelling narrative and you’ll be rewarded not only with more revenue, but consumer loyalty as well

Tell Them, Don’t Sell Them

Selling a product or service is the end goal, of course, but the point of a brand story is to sell yourself or the company to create rapport. Consumers are quickly adapting to evolving marketing strategies and they can see a sales pitch coming from a mile away. If they catch even the slightest whiff that you’re deceptively pushing a product they will just as easily move on.

The Lego Movie was a great example of this notion done right. While the product is Lego, they never directly tell you to purchase it throughout the film. Instead, they open the viewers’ eyes to the possibilities of what Lego is capable of through an animated world constructed entirely out of their building blocks. By the end, you forget that you’re watching a 90-minute advertisement for Lego, but instead a fun, creative story for the whole family.

Choose The Right Platform

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The method in which you push your brand story is a factor worth considering. Through blog posts, speeches, videos or case studies on social media, the delivery is solely dependent on what you’re selling and whom you’re trying to reach. Choose a medium that’s true to your business and conveys your story in a way that will leave the greatest impact.

Social media allows direct contact with customers who are willing to express opinions about your services. This is an opportunity to share or retweet positive anecdotes and have real people become your brand ambassadors. It’s also a place to target your narrative to a more intimate audience. With copious amount of analytics available, you can real-time track how people are reading and reacting to your story.

Clean. Concise. Clear.

Let’s face it, the rise of digital media has reduced our collective attention spans and the average consumer has no time to read fluff. Keep this in mind when drafting your story; get to the point and cut what doesn’t need to be there. Grammar and readability need to be put forth so the average reader can digest your message with ease.

Less Stats, More Story

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An essential step in crafting a brand story is focusing less on the statistical side (graphs, charts, and figures), and more on the deeper, emotional level. Studies conducted with neuro-imagery suggest that when evaluating brands people use personal feelings and experiences over brand attributes and features. Ask yourself, why are people willing to pay more for a brand when they can buy a comparable product for cheaper? The answer is the emotional attachment.

When the decision-making happens in-store, people draw on past experiences and how they connect with the brand to help sway their choice. Connect on a human level and pull the reader in from the beginning. Personal anecdotes about the people behind the brand, their values and how they were brought up, will likely resonate more with the consumer than mere product or service features. Consumers should be so imbued after reading a brand story, that they want to spend their money, not just on its offerings, but to be a part of its journey.

Some brands enlist the aid of professional writers to draft their story. The wording is so important because if the audience reads something dull it could reflect on the company as a whole. Alternatively, if a brand story is inspiring it can serve as a catalyst rather than a trap.

Tell your story, be proud of it and your brand will resonate.

5 Crisis Management Tips To Save Your Public Image

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By Ryan Tessier

Crisis management is often considered when the worst has already happened. Whether you’re a CEO of a multi-national corporation or the sole proprietor of a modest startup, there’s always the potential for mistakes that can have a negative impact on your branding. Crisis management is best leveraged when it’s implemented proactively. The process of planning, implementing and reviewing all the necessary facts can help mitigate the damage from bad PR when a disaster takes place. Take these five tips to prepare for unforeseen circumstances.

1. Create a Crisis Communication Plan

They say preventative medicine is the best way to stay out of the hospital, the same can be said for your image. Drafting a crisis communication plan will not only give you a reference point for when things are in panic mode, but also differentiate a minor scenario from major so you can plan accordingly. Not only will you be well equipped in the event of a mishap, but also employees will have confidence knowing how to handle the press and what not to say on social media.

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2. Assign a Spokesperson & Practice

 While some owners are stellar entrepreneurs, that doesn’t necessarily mean they are prepared for the media spotlight; speaking in front of investors or a boardroom is not the same as handling the press. All it takes is a slip of the tongue to land the company in more hot water than it began in. Assign a spokesperson that is knowledgeable in best interview practices and can stay on message. Be sure to practice in advance to prepare for any difficult questions.

3. Assess Potential Damage & How To Mitigate Public Reaction

When a crisis hits it can be instinctual to act as quickly as possible to put out the fire. While it is certainly important to handle a crisis in a prompt manner, it’s equally important to take time to get the facts and the full picture to devise the right go-to-public strategy. Grab your team and run through how you want your brand to be presented in the public eye along with any tricky questions that might be asked.

4. Timeliness & Accuracy

Brix-media-Crisis-management-prepareIn the event of a slip-up, it’s best to tackle the issue head-on rather than hoping it ‘boils over.’ While public reactions will change based on the issue itself, there could be a firestorm of negative reactions in media and social media already taking place. Do a thorough review of the information and respond quickly to ensure rumours don’t muzzle the truth. The public will appreciate transparency and a swift response. Remember that by not providing information, you’re allowing speculation and inaccuracy to dominate the conversation.

5. Post-Incident Review & Adjust Accordingly

After the smoke clears, brush off the debris and ask what can we improve on for next time? Having a post-analysis of the situation will identify what you did right or wrong so you can be prepared for any future issues. Try having a brainstorming session with your team to hash out what should be included for next time so everyone has a better understanding of crisis management next time it’s needed.

 

The Five Classic PR Blunders SME’s Make

Profit Magazine Repost | By Jennifer Maloney

Unlike sales and marketing, public relations is often a grey area for many small business owners. It’s often not until a respected advisor or board speaks to the merit of PR – or, worse, until a crisis hits – that they’ll make the decision to investigate a firm to help propel a product or service launch (or to do damage control).

While PR can be a cost-effective way to gain public awareness and third-party credibility for your business, it needs to be implemented strategically. Not all PR campaigns stick, and of those that do, not all help small businesses with their end objective.

If you are considering bringing on PR to help position your company in a positive light, or to grow your business, here are five common mistakes you will want to avoid: . . .