I am in Brighton today at the European Widget conference and it has made me think about engagement. Engaging people in your brand has 4 steps
- Grabbing their attention
- Creating Engagement
- Gaining their trust and permission
- Creating a response
Whether you are talking about social media tools, building a brand or attracting talent..the steps are the same. To do this you need to understand who you are trying to attract....how can you understand, better than your competitors, what is really important to them... so that you create value for them during their interaction with you.....and then how can you consistently build relevance and trust over time so that they come to rely in your delivery of that promise.
I think often we can grab attention in the short term but it is consistently delivering value over time to build trust and loyalty. Answer for me, is to see your 'consumer' of your brand as the centre of your world...be it an employee to your leadership brand or a consumer of your service....then in everything you do see it from that consumer perspective, learn to see through their eyes, their lives rather than your own. In doing this you gain...not from being unselfish but a selfish need to succeed. Any thoughts?
