Serve vs. Sell?
Does your Brand play the role of Mentor serving your audience or is your brand a dying Hero still trying to sell to your audience?
The hierarchical Brand of the past was largely built on a psychological strategy that preyed on a customers inadequacy mind-set, slyly tapping into their sense of lack, dictating new ways of doing of being whilst positioning their service as a key solution, that was to save the poor and impoverished audience from their meaningless fate. We are glad to report that the days of highly stylised brand veneers are numbered. Brands without a soul simply do not survive nor thrive in the organic and fast paced innovative climate of the Digitoral age, where social media platforms and online community allow for direct customer feedback and affect the like-ability of your brand by simply crediting or discrediting it.
Your brand story is only as good as the story your customers tell about you
It is the stories your customers tell about your brand that ultimately determine its growth and longevity and the real time value received from your brand that will keep you audience engaged. This know-how, informs the story of a Mentor Brand that builds up a genuine relationship with its audience based on the quality of the dialogue they share.
If the engagement with your brand becomes a inspiring, empowering and problem solving experience that takes your audience one step closer to realising their potential, then the story they will share about your brand will not only increase your visibility but expand your customer base. A true win – win situation.
Mentor Brands are on a mission and innovate in service to their audience
Brands that treat their audience as intelligent hero's on a path of self realisation,
play a sincere and innovate role as service orientated mentor figures, that have made it their expertise and creative aim to answer the biggest questions on the mind of their audience. Mentor brands are therefore extra busy delivering value centred products and purposeful created strategic solutions with an aim and a mission that uplifts their audience into higher forms of being and doing. The so called Mentor Brand is characterised by taking a Thought Leadership approach to solving and innovating our audiences challenges on their path of self realisation.
They do this by:
• delivering high levels of specified knowledge
• share sound and tested experience and
• portray a paradigm breaking point of view that solves our audiences problems by catapulting them into a new paradigm of being or doing.
Most of all does the Mentor Brand claim its title, from being an authentic Leader that walks their talk by having mastered the journey of self realisation their audience is on and intrinsically resonates and understands the roadblocks and challenges that the audience is facing.
Because of that they are now in a position to share cutting edge brand wisdom with their audience enabling them to take short cuts, safe time, energy and money and generally enable them to reach their goals faster.
So when stepping into the role of a Mentor Brand always remember that your audience is in the role of realising its heroic quest that you have mastered and now serve to facilitate.
Your brand platform becomes the practical terrain in which you are inviting your audience in to realising their quest by claiming new knowledge, going through an experience, shift in perspective or benefit from a product that will enhance their capability and grow the potential they are looking to nurture.
This is the formula of a Mentor Brand which can be applied to identifying how you can serve your audience in the most meaningful and change making way. Sit down and take a moment to brain storm around the following 3 points and what they mean and represent to you as a brand.
Specified Knowledge+ Transformational Experience + Unique Point of View = Mentor Brand Wisdom
• What is your unique set of specified knowledge?
• What life changing experiences have you gained from solving the most challenging cross roads in your personal and professional journey and how did those realisations influence your brand vision, mission and product development?
• How can you solve your customers problems by delivering a life changing shift in their perspective taking them out of the confines of a limiting situation and into the playground of vast opportunity.
Now take your brainstormed items and feed them into the narrative of your brand story.
To the success of the purposeful storyteller within you,