Determining your brand purpose

Understanding-Brand-Engagement-in-Social-Media

Hello readers, compliments of the season. I apologize for failing to put up something for a while, I’ve been moulding blocks in the writer’s factory.

We are approaching the end of the year, what’s your Social Media strategy for 2013?

I want you reading this to think deep, look at successful brands and how they’ve maintained their image, before drawing up your social media strategy for the New Year. I’ll start by saying check your organizational structure, vision, mission, goals and objectives. 95% of organizations are built on “what we do” and “how we do it” but have you asked yourself “why do we do what we do”, and I’m not talking about revenue and profit here, those are results not your “why”, “your purpose”,  this also affects your organization’s communication strategy. Have you ever wondered why the strongest things you can remember about your childhood are the stories told to you? People are not interested in what you do but why you do it.

Take a minute to really think about that, Take a look at Apple, they were not the first to make all touch phones, HTC already had that before them but the iPhone is a such big deal because you’ve connected to the “Apple story”, this is why they do what they do; “we do it because we believe in challenging the status quo, we believe in thinking differently”. Locally, I’ll take GTbank of 3 years ago as an example, now they seem to be losing touch, banking was a usual boring process until GTbank arrived and their “why” was they believed banking can be fun, hip, innovative, creative and they communicated that with their superb marketing and building structures. I can’t remember GTbank running a promo like other banks did to get customers but we connected to the GTbank’s “Why”. People are not interested in what you do but why you do it.Personal experience, I have made presentations to clients with wonderful facts and figures but still dint get the contract because the part of the brain that makes the decision will ask why should we do this.

For those who know why they do what they do, create a pattern for your organization, Hire people that aren’t working for the money but because they love the why. Communicate your brand story in the best possible way internally. Finally, your social media strategy must not be left out.

So are you ready to tell us a story, “Why do you do what you do?” and connect to your customers or swamp the whole internet by telling the same “What” thing over and over again?

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