Introduction to Building Your Brand
As a small brand, it can be tough to figure out where to focus your energy to grow your audience. You might have heard that TikTok is a better platform for small brands, with an easier route to getting noticed. But is that really true? Should you ditch Google and go all-in on TikTok?
Understanding Your Audience
The short answer is that you shouldn’t limit yourself to just one channel. Your brand should be where your audience is, but that’s not the only thing to consider. You need to think about how to generate traction and get your audience talking about you. It’s not about the channel itself, but about how you can use it to resonate with your audience and build momentum.
It’s Not About the Channel, It’s About Traction
Stop thinking about channels and start thinking about traction. How can you generate the most traction and get your audience excited about your brand? The answer isn’t to focus on one specific platform, but to think about what you can do to resonate with your audience and build momentum. For smaller brands, it’s about finding ways to gain traction that bigger brands can’t. For example, big brands often struggle with creating authentic video content, but smaller brands can use this to their advantage.
Using Your Resources to Your Advantage
As a smaller brand, you have the flexibility to create content that resonates with your audience without the burden of production standards and red tape. You can use this to your advantage by creating content that is authentic and speaks to your audience. Don’t limit yourself to just one platform, but think about what you can do to build traction and get your audience talking about you.
Don’t Pigeonhole Yourself
Every platform has its own unique characteristics, and if you focus too much on one platform, you can end up adopting those characteristics and losing your brand’s voice. This can make it difficult to maneuver and adapt to changes in the market. Instead, focus on building traction and resonance with your audience, and use platforms as a way to actualize that traction.
The Importance of Being a Destination
Rather than focusing on a specific channel, think about how you can build your brand into a destination that people seek out. This means creating content that resonates with your audience and building a reputation that transcends any one platform. By doing so, you’ll be less vulnerable to changes in the market and better equipped to adapt to new opportunities.
Changing the Channel
The less you focus on specific channels, the better. Instead, think about how you can use channels to build traction and resonance with your audience. This will make it easier to pivot and adapt to new opportunities, and you’ll be less dependent on any one platform.
Key Takeaways
To build your brand and grow your audience, remember the following key points:
- Don’t lose your brand voice to any one channel
- Build traction and resonance with your audience
- Use platforms as a way to actualize that traction
- Be a destination that people seek out
- Adapt to changes in the market and be flexible
Conclusion
Building your brand and growing your audience isn’t about focusing on one specific channel, but about generating traction and resonance with your audience. By thinking beyond channels and focusing on what you can do to build momentum, you’ll be better equipped to adapt to changes in the market and build a strong reputation that transcends any one platform. Remember to stay flexible, be authentic, and always keep your audience in mind, and you’ll be well on your way to building a successful brand.