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The Power of Connection: Building a Community Around Your Brand

In the world of branding, connections aren't just a network; they're the lifeblood that fuels the expansion of our organizations. Though we are the creators of our brand, we are like seeds that have been planted, the connections we build serve as the roots and branches that help our brand reach its fullest potential. 


team of women at a laptop

As leaders and founders, we are smart and possess an array of qualities and skills that can take us from one level to the next, but when we factor others into the equation we increase our capacity for knowledge, productivity, and ultimately success.


Building a Team: Eenie Meenie Miny Mo


Initially building a team may look like just starting with the familiar and the affordable: your favorite cousin, a classmate, or the girl you sit next to in church every Sunday.  As time progresses, an opportunity to expand the team becomes available and one of the ladies on your team sends you a referral, a lead on a potential teammate.  You go out on a limb and give it a try, it seems promising, and your team continues to grow, and the cycle repeats itself.


Additionally, as the team grows in numbers there are strategies you can put in place to promote growing together and in the same direction.  Examples of this include team-building exercises, planning for future endeavors, social gatherings, and things that promote core values and streamlined communication.  This type of bonding can help create a tight-knit team that will work well together to achieve mutual goals. Ultimately, when you have built a productive team, you have a strong foundation, a clear understanding of each individual’s purpose on the team, and cohesion.  If done correctly, that togetherness will translate to followers and supporters.


Loyalty, Loyalty, Loyalty


To have people that patronize your brand is a blessing, but to have loyal and avid supporters is top tier, truly another level.  How do we achieve unwavering support from those we call our followers?  


The first thing we need to do is determine our target audience. The next step is determining what your target audience needs.  Once you know who your audience is and what they need, it is your job to make sure that the solution you offer is available to them.  Getting in front of your target audience requires some form of marketing. You can reach your ideal customers by building a social media presence and posting frequently and consistently, leveraging client testimonials, product or service demonstrations, etc.  By being intentional and consistent with your marketing efforts, you keep the brand at the forefront of the consumer's mind.  


With so many competitors you must stand out from the rest, and so it’s important to consider what makes you special (your “unique selling point”), this can take the form of pricing, methodology, approach, credentials, etc. When determining what will make you stand out, you must consider your target audience.  Having a solid grasp on what your ideal customer wants and needs--and consistently delivering on that-- creates happy customers who keep returning for more. Loyalty? Check!


Content is King


Content is the cornerstone of building brand awareness, and the content must be engaging.  In a world where content is the reigning champion in the marketing arena, your brand must take full advantage. The number one rule in marketing is to “know your audience,” and once you know your audience, you know how to develop content that is engaging to them! 


Content should be relatable, useful, and appealing--it should also include a call to action when appropriate.  Content types may vary, and it’s best when you choose content types that are authentic to your brand and brand voice. Types of content can include videos, images, designs, blogs (long or short), short videos, infographics, and more! When your content is engaging, it encourages customer loyalty and is also more likely to be shared and discussed. 


Mirror Mirror


Building a narrative that people can relate to and identify with allows people to see a reflection of themselves when they look at a piece of content, much like looking into a mirror.  When we tell stories, we build bridges with our audience that allow them to see themselves and identify with our brand, which fosters community. Not everyone has this ability, but the faster we can dig deep and be the first to speak on things that have yet to be spoken of, the sooner we realize that we are not alone. 


In sharing our stories we find that there are so many others with a similar story.  Another way we can be relational is through representation.  By simply being ourselves in certain spaces we shine the light on so many others just like us.  Sometimes being unapologetically ourselves is all the work that needs to be done.  People are drawn to what is genuine, positive, funny, trustworthy, and credible.  If a person can look at a brand and see themselves or someone familiar chances are you’ve gained a follower.


Ultimately, storytelling and brand awareness are about building and establishing connections with a community around your brand.  But the truth is, that creating, refining, and consistently sharing the content required to build community can be a challenge. Especially if you’re a solopreneur. Working with an agency that can understand your target audience, adapt your brand voice, and produce quality content that engages your audience can make a world of difference when it comes to building a community around your brand. 


At Jali Creatives, we specialize in brand storytelling for women founders and executive leaders.  For more than seven years, we’ve cultivated a community of business owners, entrepreneurs, and organization leaders who see the value in digital marketing and a well-thought-out communications strategy. Follow us on social media @jalicreatives and join our mailing list to get more insightful tips about digital marketing for your small business.

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