The impact of Word of Mouth marketing, brand visibility and evangelism…
In most business, the issue of Growth is crucial, at each stage of the development strategy. It is all the more important nowadays that financial markets focus a lot, not to say exclusively on the « growth rate » and growth sustainability of the business!
Being one of the organiser of the telesummit « A brand Called You », I’ve followed extensively the conferences that were given that day. I’ve been very inspired by a panel run by Guy Kawasaky, with Andy Sernovitz, Krishna De, John Jantsch and Tim De Mello on the way to create « brand evangelists to build your business.
In our European context, talking about « evangelists » has a religious flavor that might not be well understood.
Evangelism, as defined by author, consultant and entrepreneur Guy Kawasaki, is the process of convincing people to believe in your product or idea as much as you do. Guy Kawasaky is a very successfull entrepreneur and venture capitalist and is an expert on how to find, train and recruit new evangelists, and has presented and written extensively on the subject.
Here are some key insights from this panel that can be relevant and meaningful for you own brand and business to act on:
1. Build your personal brand around a single word - You need to select a word you can own and then focus your marketing around that. The success of great brand rely on this consistancy and clarity, that a word itself can summarize.
2. Personal brands overlap company ones … It is not a problem, it’s a fact and the positive effects can be realy high. Think about Apple and Steve Jobs whose story, style and image contribute to humanize the company brand and give a very special flavor to it. Every one can work on this « virtuous cycle » to align personal and company brand in a great way.
3. The stronger the personal brand, the more easily you can get through the obstacles. People and companies face cycles… Ups and downs are managed easier and better with a strong brand. Personal branding is a good way to create, develop and build your reputation. It opens doors and gives you business without doing much…because people know you !
4. For individuals, a strong personal brand lets you be more than your job. . Now, the new technologies allow you to create your brand online and increase your visibility Building a personal brand is a great thing that everyone can do for his career. For companies, having strong employees brands inside give the opportunity to have real « ambassadors » who display the values, vision and strategy of their company.
Aligning people and corporate brand is a highly valuable challenge to grow your business in the long run ! That ‘s what we do in Sevenstones.
J'accompagne les entrepreneurs et les leaders dans l'accomplissement de leurs projets: coacing, conseil en fusions-acquisitions, développement et réorientation stratégique, management des talents.
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