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Yesterday, I when to the Digital Summit in Raleigh, where I helped out with the AMA Triangle booth (American Marketing Association – Raleigh chapter)\.
It was a great day filled with meeting new people, and I found some time to catch a few partial sessions. One of the sessions talked about your brand and asked the question, “Has your Brand Voice evolved with your ever-changing business?”
Many business people are in search of a simple answer to complex problems. Although it can be simple sometimes, I have found that complex problems often have complex solutions. In other words, it can be a series or system of simple solutions bundled together to solve complex problems.
So how do you explain that so people get how your solution is simple for them and solves their complex problems? I suggest you do three things.
- Use Empathy – If you can help your reader, listener, or watcher feel like you understand their problem, then you become an ally versus an adversary (just trying to sell them another failed solution.)
- Use Simplicity & Brevity – If you can boil down the complex to a simple concept people feel like the solution is easy!
- Use Your Own Voice – DEmpathy, simplicity, and brevity need for you to have “been there, done that.” That means that you have personal experience with their problem.
Do you remember the TV show “Name That Tune”? People could guess a song based on clues and only a few notes (often 1-3.)
“That's been one of my mantras – focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it's worth it in the end because once you get there, you can move mountains.”
– Steve Jobs
In this episode, we will discuss how to evolve your brand voice to adapt to the ever-changing business environment, and name that tune in 1 note!