Twitter is a great way to discipline your brand

by Tony Fannin, president, BE Branded

140 characters. That’s all you get. It’s such a wonderful way to force marketers to get to the heart of their brand and their core message. All too often, I hear and see companies try to pitch their services and products by giving the prospect a whole run down of everything they do, including giving them the kitchen sink (who said I wanted a kitchen sink?). A company should be able to tell the world why they exist and what value they provide in 140 characters. This is truly knowing who you are and what you stand for, which is the essence of your brand. It’s not about the long list of the “stuff” you do.

Twitter also forces you to be interesting, entertaining, and have valuable information. Look at it like a social party. No one wants a bad hang. You know, the person who either has nothing to say or talks too much, most of which is useless babble. Interesting. Entertaining. Valuable. These are the very qualities your brand and your marketing should have anyway. If you do a great job at delivering these three qualities, people will want to hang out with you more and ask you questions. This gives you permission to talk to me more about what you have to offer my life.

Another quality that Twitter teaches is listening and then engaging. Though this is sales 101, too many marketers have forgotten the fine art of listening before speaking. Without insight about your customers, that they will freely give to you if you ask, all you do is sound like a prepared speech. How dull. Once you listen, then engage with interesting, entertaining, and valuable information. This applies to every marketing channel you participate in, both online, social, and traditional media. Don’t let your marketing be a bad hang. Otherwise your brand will be the one standing alone in the corner.

In the spirit of Twitter, that’s all.


About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

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