Hi Reader,
Quick reminder: our next expert roundable is next week! On June 23, join me and 5 brilliant brand and marketing strategists to talk about How to create a brand experience that sells (even when you're not in the room). It’s totally free and is going to be so fun. You can learn more and register here. |
Seth Godin once defined the term “brand” as “what people say about you when you're not in the room.”
It’s true. But to take it one step deeper: what people say about you when you're not there is built by the experience your brand creates.
And that experience really comes down to two things: connection and trust.
Connection is what draws people in. It’s what creates their sense that this person gets me. They see me. I want to learn from them.
Trust is what makes them stay. It's why they buy, why they choose you over someone else, why they send their people your way without you ever having to ask.
That sense of connection and trust isn't built by any one piece of your brand.
It's your visuals, sure. That’s a really important one.
But it's also whether someone can find you in the first place, and whether it's clear what you do and who it's for once they do.
It's your onboarding — does it feel calm and considered, or a little clunky?
Your funnel, your process, your follow-through… do they make life easier and more delightful for the people you serve?
All of these things do the talking for you when you're not there to do it yourself.
This is why you can’t build (or fix) your brand experience from inside one silo.
It's not just a designer's job. Or a copywriter's. Or a UX person's, or a strategist's, or a coach's. It's all of them — because you as the expert are layered and multi-dimensional, and so is your brand.
This is why it was so important to me to build the Brand Commons as a place to feature multiple branding perspectives and specialties.
Instead of one expert looking through one lens, our next roundtable brings together five specialists to hold your brand experience up to the light and look at it from every angle.
Bringing different perspectives into one room gives us a richer, deeper, more nuanced conversation. And it gives you more ways to think about how to craft your own brand experience to really resonate with your people.
The roundtable is next Tuesday at 4 pm ET / 1 pm PT. Sign up now to join us!
Have a lovely weekend,
Kristen