Create a Story
For decades, businesses have created brand awareness by following four rules—which no longer work. Old rules of brand awareness: 1. Make something for everyone. 2. Tell our story. 3. Attract customers. 4. Build brand awareness. The brands that succeed today have flipped things around. New rules of brand awareness: 1. Understand the customers' story. 2. Make something they want. 3. Give them a story to tell 4. Create brand affinity. While we are scurrying around employing this tactic and that one in order to get more people to notice us, we are overlooking the greatest opportunity we have to drive the growth and success of our businesses. Awareness of our products and services is not what spreads our stories. Our stories spread when we are aware of our customers.
No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives.