Don’t assume anything: too many brands assume their consumers already know everything
Too many brands assume their consumers already know everything. They assume that everyone has already digested all their content and have all the pertinent information. All too often, this just isn’t true. Today we challenge you to think about what you may assume about your consumers and what content you should be repeating and educating on.
BRANDING BEFORE BREAKFAST EP 75 Don’t assume anything
Hi. This week I am on holiday and an interaction I had with a guy that I wanted to hire a jet ski from got me thinking about businesses and therefore brands. And how too often they can fall into the trap of assuming that their consumers have digested all of the relevant information. That they have gone to the website and read every page. That they have seen the latest post that you put on social media. But in actual fact, it’s just not true. All of your consumers are so busy. They’re thinking about other areas of their lives. They’re thinking about what they might cook for lunch, dinner. They’re thinking about where they’re going to go on their next holiday. And so today I thought it would be really good to just take some time, think about the content that you do have out there. Is it the appropriate content? Do you know where your consumers would actually digest that content? And are you telling them time and time again? As we all know, we’re often looking for content that we should be putting on to social media and we can feel like we’re repeating ourselves. But we have to remember that actually, they probably haven’t seen many of the posts that you’ve put out there.
So if you can use the content in clever ways and talk to the same message in different formats, then it’s going to really help your consumers make sure that they do understand the context of your brand and that they do have all the important information to hand. So that’s it from me this week. It’s time for brekkie.
Written by: Jo Whelan
Published: June 15, 2021