The Flourish Approach
At Flourish, we always say people are the heart of your brand.
Brand building is all about creating meaningful relationships between your brand and your people — aka your Brand Connectors. At the core of this relationship is communication, this happens through a variety of channels, platforms and content types.
It’s easy to get bogged down in strategies, tactics, and data, while losing sight of the whole purpose of your communications. If platforms are constantly changing the game on you, it can make raising brand awareness seem even harder nowadays for mission creatives. (Trust me, you’re not alone in this!)
At Flourish we believe brand building is all about nurturing the relationship you already have with your people. Brand building enables you to >>
- Create trust
Here’s our recommended approach to growing brand relationships with your Brand Connectors.
Rhythms are the channel strategies and communications that are constant throughout your year. No matter what season it is, you can be communicating about your brand’s core values, purpose, and vision. We also recommend highlighting your people by developing thought leadership content in your space in and around your brand’s area of expertise. Consistency is key.
[Examples of rhythms include: a monthly newsletter, blog content, social media posts on specific platforms, thank you reach outs, and much more.]
Campaigns are the specific, time-bound brand efforts throughout the year. Events, awareness campaigns, and advocacy days are all great times to capitalize on brand campaigns. Specialized campaigns boost your brand and provide a specific point of engagement for your brand connectors. Year-over-year, you can experiment and evolve based on your campaign performance. Successful campaigns always start with great planning, to ensure your end goal is crystal clear both internally and externally.
Branding building is about relationships, so another key piece many brands forget about is listening. As a brand, you don’t want to only be talking “at” your audience, you want to be engaging, listening, and adapting to the needs and interests of your brand connectors. Having this feedback loop is crucial, and one that we recommend through implementing Brand AdvisorsTM, a key group that can foster more inclusive communication within your brand. (We talk even more about the power of Brand AdvisorsTM in our Inclusive Brands Framework.)
If you’re looking to learn more about the foundations of brand building, check out our Build Your Strategic Brand Plan Mastercourse. In this course, we walk you through the entire brand planning process from your purpose to taking action and everything in between.
What are ways your brands connect, communicate, and create trust? We would love to hear your success stories below!