Do You Know Your Brand Tribe?
One of the most important steps to writing strong marketing and sales copy is understanding your customers (See Empathy for Entrepreneurs). Beyond my customers and clients, I think of the larger group as My Tribe. Others may call them the “Brand Tribe” or their business community. My brand tribe includes clients (past, current, and prospective) as well as my strategic partners, advisors, and supporters.
Creating Authentic Connections
Think about the connections with your business’ brand as you would any other relationship. When someone lies to you or causes you to feel uncertain about their intentions, it causes unease. Are you going to like and trust that person after that experience? The same goes for the relationships you build with customers, partners, and others in your community or your tribe.
In Seth Godin’s book, Tribes, he speaks about truth and failure.
“The secret of being wrong isn’t to avoid being wrong! The secret is being willing to be wrong. The secret is realizing that wrong isn’t fatal. The only thing that makes people and organizations great is their willingness to be not great along the way. The desire to fail on the way to reaching a bigger goal is the untold secret of success… Perfect is an illusion, one that was created to maintain the status quo. The Six Sigma charade is largely about hiding from change, because change is never perfect. Change means reinvention, and until something is reinvented, we have no idea what the spec is.”
What Godin is getting at in that paragraph is about authenticity with your tribe. It is easier to like and trust someone who is honest about their failures and transparent about making improvements than to believe a business or person is infallible. This level of transparency makes it easier to attract your ideal customers (tribe).
When you begin aligning yourself and your brand with your tribe, the ideal customers will come looking for you, your products, services, and guidance. A strong brand knows their the ideal customer. You know which products or services they like or do not like. You speak and write in a language that connects those members with the business’ mission.
5 Questions To Find Your Tribe
- What keeps him or her up at night? Think about the pain point that your business alleviates. What is the bigger issue there?
- What is his or her big dream? Consider the transformation that your business can make in a person’s life.
- What is preventing him or her from achieving that big dream?
- How does he or she speak with close friends? There are specific terms and language that we use when we are comfortable with others in our tribe. What are the words, phrase, and ways that your tribe speaks?
- Where does he or she “hang out” either online or in real-life? These are the places where your tribe spends time, takes in ideas, and gathers information to learn more about someone like you.
The Fall Challenge
Create a process for how you develop connections with your ideal customers (your tribe). Here are some steps to take:
1. Create a Customer Journey Map
Write out the step by step of how someone discovers who you are and what your business offers through to the point of someone being a loyal customer or not sticking around. Consider every step along the way and the different possible paths people may take.
A very short example of this concept: Jane is done with work and her coworkers want to go out for happy hour. She quickly searches on her phone to find a place close by with happy hour specials that is well reviewed. She finds Restaurant X and emails the others. They go, have a great time. The team sees a text-in offer on a table-topper sign to get 10% off the next meal, so Jane opts-in. She becomes a regular at Restaurant X.
2. Identify the Customer Phases
Looking through your journey map and all of the steps it takes for someone to go from discovery to purchase, organize it into sections: Know, Like and Trust. What are the steps that fall under Know (discovery, getting to know you, getting a referral, etc.)? What does it take for someone to Like you? How does someone take that final step into Trusting you and your business? After they have purchased, what are the steps taken to retain that customer and make him loyal?
3. Customer Engagement Strategy
In creating your map and identifying the various customer phases you probably noticed some gaps or areas for improvement. Use this as a tool for improving your customer engagement strategy. Add improvements to your email marketing flow, the visitor experience, or wherever else you are lacking. And make sure to document it.
Ready to Step Up? Take on the Fall Challenge.
If you complete this work and submit it to me, then I will provide a FREE 30 minute consultation to review your work.
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