Page 6 - Brand Awareness ~ Defining Your Brand Voice

Erik Huberman, the CEO of Hawke Media
and author of “The Hawke Method,”

emphasizes in his principles of marketing
that brand awareness and nurturing go hand
in hand. Huberman cites Dollar Shave Club
as an excellent branded nurturing example.
One of Dollar Shave’s strategies was to drive
focused, branded content to interested
consumers from their first engagement.

Even after prospects converted
to subscribers, they continued to be nurtured
through branded content. Huberman
stresses that this led to a branding-
nurturing-trust foundation that catapulted
the relatively unknown company to success.

To enjoy this kind of high-level branded

engagement with your own target audience,
consider opportunities for engagement.
Start at the top of your funnel and work your
way down. You may find plenty of areas
for branded nurturing content like emails,
texts, special offers, new products,
or announcements.

2 ENSURE YOUR EMPLOYEES’
DIGITAL COMMUNICATIONS
ARE BRANDED You may find plenty

One of the fastest ways to lose digital of areas for branded
brand alignment is to give your employees
carte blanche when it comes to sending nurturing content like
communications. For instance, let’s say your emails, texts, special
brand has an air of sophistication and polish.

Your clients are high-end and accustomed offers, new products,
to paying more for a refined, premium
service experience. or announcements.

Now, pretend one of your newest customer
service team members has a tendency
to send emails that don’t live up to your
brand. They haven’t been edited. The grammar

is incorrect. They’re full of emojis

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