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Market Your Brand: How to Avoid a Marketing Monster
Friday, Oct 21, 2016
Any major decision, advancement, or investment can be a scary prospect for a growing or evolving company. With 2016 being the year of brand, companies are either creating a new brand story, or rebranding and attempting to make a positive change to their current one. But what are they actually cooking up behind closed doors? Are companies focusing on the correct methodology in creating new brand content, or are they getting lost in industry jargon and creating a monster: Frankenspeak! 
 
Similar to Mary Shelley’s story of a grotesque lab experiment gone wrong – Frankenstein - frankenspeak is convoluted text, usually comprised of corporate lingo and buzzwords. As a result, these sales-y words are often off-putting and can send the wrong message to your audience. So how do you avoid creating your own brand monster? It’s simple: Market your brand, correctly. 
 
In order to appeal to the correct audience, and more importantly, keep that audience, you need to be authentic. There’s nothing scarier than clickbait; yet we, as multimedia readers, fall prey to this trap daily. The best way to avoid the pitfalls of misleading your readers is to focus on engagement over awareness. Employers are quickly realizing it’s more important to focus on accurate information and appeal to the right prospective clients, customers, or employees instead of reaching a large pool of the wrong people not interested in their brand. In fact, according to Strattabeat author Tom Shapiro, “people come into contact with anywhere from 3,000 to 5,000+ brand messages a day”. This is information overload! No one is actually reading or immersing themselves in the content because most of it is not relevant to their needs/interests. Therefore, in order to actually engage readers and keep them on your page, companies need to be mindful of their brand’s content and contextual presence. 
 
Here are three easy ways to market your brand:
 
1. Create a Contextual Presence: Companies need to first realize where they post their content is important. Flooding social media, blogs, inboxes, etc. can be overwhelming. A way to combat this is by creating a posting schedule, noting where content receives the most views/likes/comments. Focus on a few sites or platforms may be more beneficial than posting content to every single outlet. 
 
2. Focus on Your Message: Who are you trying to reach? What do you want your audience to know about your employment brand? Once you figure that out, explain it simply. No one has time for your fluffy jargon. Most people not living in your industry and/or product don’t understand your corporate speak - and guess what, they don’t want to. Tell your reader what they need to know in terms they will quickly understand, then move on. Believe me, your readers will appreciate it. 
 
3. Keep it Consistent: Once you figure out what you want your audience to know about your company, develop a brand story and don’t keep it a secret from the rest of the company.  Better yet, create a “Brand Guide” to be distributed internally. This guide should include the company’s brand message pillars, buzzwords, core competencies, style, voice, and color scheme - anything that will keep the company’s story consistent. Audiences can easily become confused by too many fonts, slogans, or styles. You want a recognizable brand. Think of Apple, Google, Coca-Cola, and Disney. What do they have in common? A unified brand story. 
 
In today’s social media world, people are accustomed to scrolling through endless pages of content, skimming titles or pictures, and moving on. To capture these readers and appeal to people who are genuinely interested in your story, companies need to create relevant, simple content. If Victor Frankenstein focused on sound science and methodologies as opposed to unorthodox scientific experiments, maybe he would have made something wonderful instead of a grotesque monster. Don’t be like Victor. Be like Steve Jobs. Create something great by marketing your brand correctly.