"If Content Is King, Context Is The Kingdom"
Two quick stories that should help you side-step irrelevance (and hopefully not push me into it…)
Two quick stories that should help you side-step irrelevance (and hopefully not push me into it…)
Story 1
My son told me he weighed some fruit and it weighed “5”…
"5 what?” I asked. No response - kids 🙄
Ounces. Pounds. Tons. Kilos. Stones. 5 what?!
Story 2
I saw a business the other day that touted the tagline,
“We help you transform.”
Transform what? How? For what purpose? When? Why? ?????
A Few Pieces Shy of a Puzzle
Could you imagine spending hours on a puzzle only to realize that quite a few pieces are missing?
Maddening. What a waste of time.
That’s how most brand messaging lands: a puzzle box with missing pieces that leave people wondering what's the purpose.
Context is the key to communicating meaning and purpose.
Context places the message in the realm of clarity.
In branding, the context looks like this:
Who you are
What makes you different
Who that helps
How it helps them
What the results of that help will be
If you’re not considering these pieces, you’re creating an unfinished puzzle for your audience - and I can promise they’re not going to go looking for the pieces to fill it in.
“UNDERSTANDING YOUR CONTEXT IS KEY TO POSITIONING YOUR BRAND IN THE MIND & HEART OF YOUR AUDIENCE.”
Uncover your context and be intentional about applying it to everything you do.
That kind of consistency and continuity will begin carving out your brand presence for the long haul.