Brand Builders Part 18: What is Connection in Your Message?

One of the best things that you can do to build your brand is to really build a true connection with your target audience. These are the messages that let them know that you see them. You hear them, you feel them, you understand them. Maybe even better than they understand themselves. I mean, in the immortal words of Henry Ford, he once said that if he’d asked people what they needed, they would have said a faster horse. Instead, he built a car with 287 Horses under the hood. Steve Jobs. Who knew that we needed, wanted, or even could dream that we could have this device in our pocket, that would give us the internet, all of our music, a camera, email, the world? We didn’t know to ask for that. But he did. He knew what we needed before we even did.

So, when you think about connection, I want you to be thinking about your target audience. What it is that they say they need, and then what it is that you think they actually need. You’re going to connect with them in certain messages, which means you really need to talk to them. To hear their language, to hear how they talk about their business, their job, their consumers, their challenges. And then you can create messaging that will truly connect with them. Now, it’s not going to connect with them if you spend all your time talking about yourself. You’re talking about your company, your employees, your processes, your products? That is a turn off. Instead, talk to them about them. Make them the heroes of the stories. You’re simply a guide, getting them from here to there. So, when you think about forming a connection, you really want to make sure you hear their language so that you can connect with them to build a better brand.