Yesterday I was watching a video entitled “How to Use Periscope Like A Pro” and about 3 minutes in the speaker mentioned the #1 rule for success: “Know your brand.” Good advice. “Think about your brand, your message, your topic, your expertise,” was the speaker’s advice.
Know your brand (strategy) is how all brands must operate, be they on Periscope, 60 Minutes or Instagram. The “B” word is easy to talk about in theory but not so much in practice. 90 out of 100 times the brand has no plan.
Thanks to marketing’s social media and digital avalanche, we have tons of new tools and tool vendors. Read Twitter some time and see home many rule and tool providers are out there. Their Tweets all have numbers in the first sentence. “7 ways to..” and “15 surefire tactics to…”
Know your brand is good advice, being able to articulate it clearly, succinctly and in a meaningful way, is hard. Brand architecture is the provenance of business people. Creating meaningful delivery is that of creative people. A brand strategy (one claim and three proof planks) bridges the gap.
Only with a tight brand strategy in hand can the tools and rules take on true value.