7-27-22

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Building Brands is All About PeopleAs digital marketing evolves, our relationship with brands has shifted. People want to follow people, not brands.LinkedIn influencers, Substack newsletters, or personal-branded communities like Dave Gerhardt’s Marketing Group (DGMG) are proving the same is true in B2B. People want to follow people.In many ways, your company’s brand is really just the sum of all the individuals inside your company. It's important to develop these individuals and give them a runway to build out their own audiences.Below are three ways you can do it...  Define your swim lanes and strategic points of view: As a marketer and brand leader, it’s your responsibility to work with your internal creators to develop strong points of view. What is this individual passionate about? What do they want to share with the world? What are they uniquely qualified to share? These questions can help you define swim lanes for your creators up-front.  Build out an editorial process: Not all of your creators and employees are writers and creatives. In order to scale personal brands, you need to have an editorial process and framework in place that can scale with your employees’ personal content and brands.  Get comfortable with the things you can’t measure: You need to get comfortable knowing that you won’t be able to implicitly measure and track this like your standard demand gen programs and campaigns. You will need to look at referral traffic, direct traffic, and correlation data to have a sense of the impact it’s having on your business. When done the right way, building personal brands will grow deeper, more valuable relationships and audiences that you ever were able to develop as a brand.Dive deeper here.

Today's Challenge

If you're looking to mix things up, consider the opportunities within (ie: the individuals who make up your company). 

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