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Branding Isn’t Theater, So Stop Showing Off – Awkward Marketing


– ♪ To buy or not to buy. ♪ ♪ That is the question. ♪ Whether you click my link now or enter the slings and arrows
of my email nurture sequence or take me up on my free discovery call that ends in a sales pitch. ♪ To buy, to convert. ♪ ♪ To convert, perchance to up-level. ♪ ♪ Ay, there’s the rub. ♪ ♪ For in that next tier of
membership, what profits may come ♪ ♪ When we have- ♪ (crowd booing) How dare you?! Hey, I love Hamlet like the next guy, but guess who doesn’t want a soliloquy? Your customer. (upbeat whistling music) Hey, this is RKA, and this is another episode
of Awkward Marketing. Because marketing your small business can be awkward, sometimes awful. I’ll help you make it awesome. (upbeat whistling music) One of the worst things a brand can do is confuse their brand’s
story with a self-indulgent, self-aggrandizing soliloquy. You know who I’m talking about. But let’s take a step back. What is a brand? What is my brand? Is it what I tell you it is? Or is it what you perceive it to be? If you chose door number two, ding, ding, ding, you’re correct. Your brand isn’t a static
thing that you plop down in front of your audience
ready to be consumed. Your brand is the
experience customers have when they do business with you. It’s what pops into their
minds when they think about you and your business. It’s what they tell their friends about working with you in their business. It’s what they come to
expect from working with you. Your brand isn’t a performance that you do for your audience. ♪ To buy or not to buy. ♪ Your brand is an interaction that you have with your audience. A dance, if you will. (lively salsa music) My husband Roberto and I
met salsa dancing in Mexico. I was not a natural. He kept telling me,
“Don’t look at your feet. “Look in my eyes.” And I’m like, “How could
I not look at my feet? “I look like an idiot on the dance floor.” But sure enough, I took his direction, and somehow we floated
across the dance floor. Now, I am still not the best salsa dancer. Far from it. But somehow, when I’m
dancing with Roberto, I feel like a professional. Years after this happened, my husband shared his
philosophy of dancing with me. His secret for making
the person he dances with feel so good on the dance floor. Whoever is leading the dance, it’s their job to ensure
that their partner looks amazing on the dance floor. Not show off how good they are. And that way, both people shine. And I couldn’t think of a more fitting analogy for how to approach branding. When you’re crafting your brand story, it’s not about talking at your audience. It’s about dancing with them. And when you’re dancing with them, it’s about making them feel
amazing, empowered, confident. Not making yourself look good. Donald Miller writes
about this in his book, Building A Story Brand,
which I highly recommend. When it comes to your brand’s
story, you’re not the hero. Your client is. They are the protagonist of the story, and you are the wise guide helping them to achieve incredible results. Your job is to help them glide across the dance floor like a professional. To feel like they are
in good hands with you. But remember, they’re the star. If you can do that, they’ll never want another
dance partner again. You’ve earned yourself
a customer for life. You want to apply this dance
theory of branding everywhere. In your ads, in your
content, in your web copy. Each of these places is an opportunity to make your audience feel amazing and to show them that
they’re in capable hands, and that together you
can do amazing things. Save the soliloquies
for community theater. (upbeat whistling music)

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