We communicate who we are in business by sharing product/service information (specifications and benefits), company size, revenue, certifications, years of expertise, and customer testimonials and success stories. This kind of information is (or should be) hard data, factual, and scientific. If your company has the first-mover advantage or the best pricing advantage, this differentiation may be enough but only for a season.
There’s a need for something more, personalization.
Most successful brand leaders do this naturally in person, but many hesitate to carry brand/brand leader personalization over to digital platforms because it feels too vulnerable. I get it. There is little control of the audience in digital places. But, in my 20+ years of experience in helping companies expand their business on digital platforms, personalization is the key to making digital connections as powerful as IRL (In Real Life) connections.
Communicating personally as a brand and as brand communicators (Owners, C-suite, Managers, Sales Teams) requires sharing our deeper selves with our audience. In a very noisy digital landscape, people want to connect with people. We become known when we communicate our values, mission, promises, and leadership voice. That’s where the differentiation magic happens. That’s an art.
Our IT Marketing Foundations Program helps IT Company owners and sales leaders find, develop, and share their voices on digital platforms. If you are interested in learning more about our program, the next step is to book an intro call or message me today.
