Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition

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Everything in Twos

HOW CONNECTED IS YOUR AUDIENCE with your brand? The goal is that they are very connected with you. The more connected they are with you, the more frequently they are exposed to your brand and the more they come to trust you.

The key is letting people connect with you on their terms. They have preferred channels they like to use that you may not. If you hate social media, but your audience loves it and hangs out there, then you'd better get your butt into social media.

Go where your prospects are. Use the networks and channels that they use. Hang out where they hang out.

Take Conan O’Brien, for example. After leaving The Tonight Show, or being forced out, Conan was without his platform. It would be several months before Conan would be on TV again and in front of his loyal fans. During this time Conan went to where his people were.

Conan created a Twitter account and began firing off one joke after another. He then launched a comedy tour allowing his audience to see him like never before. He stayed in front of his audience by connecting with them through multiple channels. He didn't wait to get back on the air to connect with his audience. He went to them.

You can't rely on just one method of connecting with people. Social media, e-mails, blogs, books, speeches, articles, and videos are all channels for connecting with people, just to name a few. You have plenty of options.

The worst number in business is the number one. You can't rely on one channel to connect ...