“…when in danger, when in doubt, run in circles scream and shout,” Bubba was saying as I joined the lunch bunch.

I didn’t have to ask.

He went on, “There’s a lot of folks runnin’ around in circles out there ‘bout branding in a digital world. They keep on worryin’ about how to be proactive with their new techie tribe. The way they carry on you would think there were never challenges to maintaining a brand before!”

Gail asked, “What are they afraid of Rob?”

“They don’t know what they don’t know. Their whole world is wrapped up in a perceived digital dialogue.

Brand ain’t digital!

Brand is the relationship an individual has with a product or service. The sum of all the relationships of all those folks is the brand. That takes into account that some folks don’t have a clue as to who you are, and what you do, and could care less right up to somebody who believes y’all are the breath of life.

Digital doesn’t change that. Brand is still all about establishing trusting relationships. The digerati are just becoming aware of how fragile brand can be.

Everything you do, every communication you have with a client or prospect impacts their viewpoint about your brand. Regardless of where they are in the buying cycle the relationship is ultimately based on trust.

If’n you’re looking for a simple way to put it—Trust is not about words it’s about actions. So is brand. What you do is always more important then what you say. Theah’s some big words that supposedly are the foundation. Credibility is at the heart of it surrounded by authenticity, integrity and consistency.

But for a simple southern boy like me I put it this way:

• First I got to believe you. Don’t make no never mind if I’m buyin’, just kickin tires or just tripped and slud into your web site.
• Second, you got to be real. Don’t go makin’ promises you can’t keep. I know perfection is a mighty good thing to aim for but my target may not be what y’all are aimin’ at.
• Be honest. Don’t get wrapped around an axle tryin’ to be somethin’ for everybody. There’s gotta be some slack and most folks will give you a little credit, specially if you tell the truth.
• Stay constant. When you start fiddlin’ with trying to satisfy the whole world you’re gonna run into a problem. Like my Granny used to say…ain’t no way you can love everybody and you can’t expect them all to be friends with you. Best you can hope for is that most of them trust you. Do your darndest to get to that.”

The Takeaway:

Brand is a matter of trust. Getting to trust means I have to believe in you, your product or service. Maintaining that trust requires you and all who represent you to be real, honest and constant. Keep your promises.

Jerry Fletcher’s blog recaps conversations with clients, prospects and the unruly mob of business development professionals he consorts with. They discuss marketing that works from solopreneur to enterprise level. Jerry Fletcher is the ringleader and “Watson” of the dialogue. Sign up for the blog and other publications at: www.JerryFletcher.com/Profit.html

Jerry has been researching and implementing small business marketing that builds businesses, careers and lives of joy for 25 years as President of Z-axis Marketing, Inc. Learn more at www.JerryFletcher.com

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