One of the most powerful ways that you can (and should) use your brand is to position it as an informational resource for your customers. Think about it, each and everyone of us accumulates a significant amount of information/trivia in our given field simply because we work in that field.
Remember when you were relatively new to your field and every time you learned something new about how your business worked, the pieces clicked together with “ah ha” moment after “ah ha” moment? Now imagine you have the opportunity to share that knowledge with someone who doesn’t have the burden of absorbing the information as rapidly as possible for the purpose of assimilating it and being able recall it at a moment’s notice to answer a customer’s question. Just an interested customer or potential customer who may have need of the information, someday. Or someone who can implement the information shared immediately to improve their life in some tangible way.
Take that information and proactively SHARE it with your customers and potential customers through free classes, white papers, and blog articles. Share them in Facebook posts and especially in Twitter! Last month, Deirdre Breakenridge wrote a great post on How to Engage on Facebook and Twitter and gave some brilliant and tangible ideas on how to use Facebook and Twitter to share information. It’s a lot like the old Coke commercial… “I’d like to teach the world to sing in perfect harmony….” Your brand needs to want to teach the world what your business knows and keep it company. Just like the song – your sharing of information will spread and create an inspiring movement.
Sharing information about your business, about your field, and by others in your industry puts your brand in control. You get to be the benevolent expert, the go-to brand that is always in the know and as a result, the first company someone thinks of when they need help in your field — is you!
You’ve become a trusted advisor to all your customers and your potential customers. Being a trusted advisor gives you instant credibility, enhanced exposure, referrals, and most importantly business…all for “price” of giving information away freely. Position your brand as an informational resource and then get ready to reap the benefits that come from owning that position, and with all the new-found business rolling through the door, buy the world that Coke.