1. Deliver a clear brand promise. What is the value you offer to customers? Say it crisply and hit a drumbeat. Many brands do this very well. Coke – happiness. Red Bull – energy. Verizon – works everywhere. Make your brand value prop crystal clear and preferably differentiated. Consistently hit that drumbeat across all channels. Be known for something. Acid test — if asked what your company stands for, could your customers tell you?
2. Vary your delivery. Depending on preferences, people are drawn to different types of media. Take similar content and deliver in 10 ways: expert interviews, how-to podcasts, reviews, videos, weekly news, blogs, tweets, infographics etc. First-mover advantage on new platforms, such as Snapchat or Periscope, will give you an edge…
