Page 9 - Brand Awareness ~ Defining Your Brand Voice

less the gossip about their brand. Today
they can topline all those metrics.

The only role a company really has today
is to make sure they deliver a quality
product. Then message their seven pieces
of what I call “primal code” across social,
digital and traditional media.

Why? So that your advocates have the facts
they need to tell others and support you.

These advocates become your tool
for growth as they push your messaging
out to the network’s “friend’s friend’s friend.” about
And your “brand” comes for free.

Patrick Hanlon is CEO of primalbranding. Serving nearly 6 million senior executives,
thought leaders and industry professionals,
co and author of “Primal Branding: Create
SmartBrief is the leading digital
Belief Systems that Attract Communities.”
media publisher of targeted business
You can follow him on Instagram.
news and information by industry.
Brands that understand their voice will By combining technology and editorial
ultimately better understand their customer expertise, SmartBrief delivers the most
and those who interact with the brand. relevant industry news — curated daily from
Buying behavior as well as a growing interest thousands of sources — in partnership with
leading trade associations, professional
in brand purpose has evolved over the last
societies, nonprofits and corporations.
two years as the lines between business
and consumer marketing have blurred. LEARN MORE
Marketers must adjust as attitudes
and working realities have shifted. Ambreen
Ali points to a Forrester study that surveyed For more content pieces and articles
B2B marketers and found that 83% say brand like this, please SUBSCRIBE

purpose is important to their new buyers. to SmartBrief on Marketing Leadership.

Brands that understand their voice will

ultimately better understand their customer

and those who interact with the brand.

A UPDATE | SUMMER 2022
A DI V ISION OF FU T URE