BRAND CULTURE DEVELOPMENT Tip #1: Likeability
In brand development, it’s all about longevity. What about I talking about?
Well, in organizational work we do for clientele, companies are always looking to measure their Return on Investment (ROI). So if the brand lasts over time, then we can guarantee one measure of profitability that will prove out as stable over time.
Culture development in organizations is all about the people. The peoples’ individual brands are what sell any organizational brand. Organizations must live and commit to their “people”. Organizations can always do a better job of doing so.
Without this cultural assessment and growth, turnover is high, morale is often low and employees are in paralysis mode more often than not.
What’s the cure? In my world the cure is to have employees have a sense of self and an understanding of why they each do what they do and how they fit into the entire organizational framework. That may seem like a tall order. It’s not if you have the right process and expertise in place to make it happen. The process of individual brand development does take time.
There’s one central premise to this brand development process and that’s likeability. If I like you, I will engage with you and the rest is history. This is true whether you are in an organization or if you are an entrepreneur.
Likeability successfully grows from the notion of happiness. If 78% of everything we buy (including any service sector) is based on how we feel about it and NOT the content or the expertise, then we must look at the emotion or feeling that sells. This emotion is happiness.
To be likeable, you must first be happy at some level. I’m not asking for head over heals happy. Just a manageable level of feeling happy with yourself, your life and your career. No one will believe you’re happy if you are faking it. This brand development process takes time and patience. It’s definitely a marathon and NOT a sprint.
So now that you are happy and ready to show it, how do you generate likeability? The first step is that you have to offer your audience a way to connect with you. That means really connect with you in a way that is tangible and real so they can see the authentic and real “happy” you and be able to like you.
This level of connectivity is best when done in person obviously. So what’s the next best thing if you are not able to be in person in front of your audience all the time?
I’ve found the answer to be video. If I can’t be in the room with you, then I need to be able to visually share my happiness with you so you can fall in like with me. Video is the next best thing.
Video allows for you to share your mannerisms, facial expression and overall happy vibe with your audience in an easy and natural manner.
The key is to just show up on video exactly as you would in person. Share your in-person brand with others over video instead of live. Don’t do anything or say anything over video that you wouldn’t do live. That means you don’t re-record or analyze your recording. You just emanate your happy brand and wait for people to connect and like you.