Build community…

Every brand needs a credo.

Warm Storm is still young, so we don’t have one (yet).

But a phrase we say a lot is this.

“Build community. Connect to commerce.”

Let’s deconstruct its meaning quickly.

So, the first bit: “Build community…”

It’s a simple point, but one that clients often need reminding of.

Modern brand-building isn’t as much about your

: Business
: Founder
: Product

…as it is about your audience. 🌟

Not just the people who buy from you.
But the people who know about you.

Your brand is a codified meaning system.
It’s made of thoughts that other people have.

Now, the second bit: “Connect to commerce.”

Again, it’s simple. But not everyone gets the nuance.

The enrapturing, culturally rich, (and infinitely sharable) content that your brand produces can drive sales.

But not all the time. And not as much as most marketers would have you believe.

Switching from delivering (value + entertainment) to (sales + revenue) is a deft art, and one that has to be deployed sparingly.

But the best strategy?

Honesty.

Trying to smuggle a sales ploy into your content never works.

Your community is too clever.

Connecting to commerce means being forthright about offering something great that people can buy.

That’s how to win at social 2.0.

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