Technique #6: Keep Them Talking..

Not only is it good for you to interact with your fan base, and keep in touch with everyone, but, it’s also important that your fan base be interacting with one another. Ask some enticing questions on your blog, forums, or via social media. Stir the pot. Because let’s face it, you can’t always be the one to interact with every single person in your network individually, so, it’s important that they interact with each other, so they stay engaged, without you having to be there for it 24 hours a day, 7 days a week. Don’t be too controversial and start serious arguments about big political issues, but at the same time, you don’t want to be too boring either. Have fun with this

Technique #7: Don’t Hide Behind Your Workers…

It’s important that you make it a point to interface with your fan base directly. Sure, sometimes it’s nice to have virtual assistants do this for you, but in reality, this is something you want to do yourself, especially if it’s a personal brand that you’re building. Why? People want to know you. They want to feel like they have some access to you, rather than having you hide behind a curtain all the time. So talk to them directly as often as you can, and you’ll find their loyalty is sent back ten-fold. Having this close relationship with your fan base is important, and when they want advice on what to buy, they’ll go to you, because you’re their friend. Obviously it might not be possible to write personal replies to every e-mail, but do your best here.

Technique #8: Brand Through Blogging…

Blogs are a great way for you to keep giving consistent content to your fan base. The blog can be used to talk about yourself, offer genuine value, or explain what your brand is all about. Many companies have a blog now, and there’s a reason for it… it gives something your fans can keep checking into to see what’s going on, and to get free value related to your subject. It goes without saying that you should offer people genuine content on this blog, and don’t just make it all about what you’re offering, your accomplishments, and news about your company, but something that people might actually find valuable and/or entertaining. So create a blog, and keep it updated with content, at least twice a week or so. You also don’t want to go on long periods with no content, because you can lose your audience very quickly that way, since at some point, they’ll stop checking back.

Technique #9: Have A Consistent Identity…

In some ways, a brand is like a person. That being the case, you don’t want to give it a “multiple personality disorder”, where it has a constantly shifting identity. Your brand’s identity should be consistent, and it should always remain so. The reason being, if you’re constantly changing your brands identity, then people don’t have anything solid that they can “hang onto” and quite frankly, people often find this to be downright confusing as well. What I mean by this is, don’t have different people interacting with people on Facebook and Twitter while giving all sorts of different opinions on so many different subjects. This is a good reason why, if you’re large enough, it makes sense to have a “community manager” so that you can educate just one singular person about your brand, and then they can be the one to maintain that brand identity consistently with your fan base.

The idea of an identity is kind of subjective and hard to define, but in essence, it’s similar to the identity of a person. Do you want to be funny, and create entertaining videos for people? Do you want to tell jokes? Do you want to be serious, and “business professional” all the time? Do you want to focus more on just offering solid content? It’s up to you really, but I will say this… brands that are more open, fun, and friendly with their audience, tend to get more loyal fans, than the ones who are “closed off”, and feel they need to be “businessy” and 100% professional all the time for fear that they might offend someone. If you offend someone, so what? You can always apologize after (or don’t) but like I mentioned before it’s better to have a few loyal fans, and alienate a few people, than to just have everyone not caring about you one way or the other.

Missed Any Other Parts?

Branding Part 1
Branding Part 2
Branding Part 4