No matter what you do for a living, you’ll never have an awesome brand unless you realize you’re in the people business.
Connecting, conversing and helping other people – that is what it’s all about.
Gary Vaynerchuck, the son of Russian immigrants, grew up in his
parents’ liquor store. Turned off by the stuffiness of the wine
industry, conceited sommeliers and snobby shopkeepers who were unwilling
(or unable) to educate their consumers, Gary rebranded his parents
store to Wine Library, and founded the website, WineLibraryTV to make
wine accessible and understandable to all who had an interest.
Down to earth, approachable and irreverent, Gary has attracted a
following of more than 80,000 viewers a day. In the name of “expanding
one’s palate,” he once convinced Conan O’Brien to lick salted rocks and
shared samples of dirt and grass with Ellen Degeneres.
He often pans popular wines and interrupts his webcasts with rants
about his beloved New York Jets. Sure, Gary is extremely passionate
about wine, but he lets us into his life and shares his whole
personality. Best-selling author of Crush It and The Thank You Economy,
this guy is all heart. This is not your typical wine expert.
How much of yourself are you really putting out there? If you’re not sure, read on.
I like to call these the Three P’s of an Awesome Brand:
Personality
Let us see the real you so we can grow to trust you. Have a thing for
golf? Let us see your swing. Love to bake every weekend? Give us your
best recipes, share your masterpieces on Facebook and send goody bags to
your clients. Today’s world is growing more cluttered by the minute and
our attention spans are shrinking. Don’t be afraid to get personal and
give us a peek behind the curtain. Otherwise you’re just boring us with
product features, sleepy content and the same old sh*t that everybody
else is doing.
Pulse
Your brand is a living, breathing organism and it exists in the minds
of your customers. What experience are you creating for those who come
in contact with you? How are you connecting with the hearts of your
customers? Share your passion and your beliefs and you’ll connect on a
much deeper level with those who share similar values. Your customers
won’t consider you awesome until you’ve gotten them to feel something.
Promise
Being an awesome brand to your target market directly correlates to
how well you can communicate that you are the solution to their most
pressing problem, and then actually deliver on that promise of value.
Harley Davidson promises freedom, Oprah promises inspiration, and Gary
Vaynerchuck provides entertainment and access to a once stuffy and
snobby pursuit.
In today’s digital world, sometimes you only have seconds to make an
impression. Sure they’re interested in your head, but you hook them with
your heart.
Liz Dennery Sanders,
Post from: SiteProNews