Calmstock

[Originally posted at 'Round the Square]

Have you ever thought of your brand that way?

Think about it…

Independent media channels provide a distinct voice, and view the world through a particular lens not shared by others. Independent media channels engender trust and loyalty, giving audiences reasons to connect above and beyond particular programs.

Your brand can––and should––do the same!

You’re a content publisher, after all. Your brand, by way of your website, blog, e-newsletter, Twitter stream, YouTube channel, and Facebook wall provides a mosaic of content that audiences (ideally!) find engaging, useful, and worth talking about to others.

And out there on the inter-webs, information disseminated solely in support of commerce doesn’t cut it. You have to engage and hold your audience’s attention. In fact, your ability to engage––to spur people to respond in some way and come back for more––is more important to brand-building and your bottom line than anything you say about your programs, products, or services.

Why? The web has rolled content, commerce, and entertainment into one. Going forward, successful brands––for profit, non-profit, retail and B2B alike––will be those whose audiences view them as an independent media channel… providing a differentiated mosaic of content that engages, entertains, and encourages action.

Is your channel coming in clear? Does your mosaic of content reflect a greater “picture” of your brand people can understand and connect with?

Some tips…

Continue reading at ‘Round the Square >>