HOW TO TRANSITION YOUR CURRENT BRAND INTO A MULTIPLATFORM BRAND: 7 WAYS TO TRANSITION YOUR BRAND FROM PRODUCT FOCUSED TO STORY/EXPERIENCE DRIVEN
There comes a time in every brand’s life where a major shift must occur so that the goals of the brand can truly be reached.
Many times this is accomplished by expanding and evolving from the initial singular offering into something with a bit more depth.
Transitioning from a solo product or service into a multiplatform brand approach is easy when your brand is based off the story and experience vs the product.
If your brand is story or experienced focused just add on to your story.
The evolution will be organic and beneficial because it will create a fresh new depth for your audience to explore.
Now if your brand approach has been product focused this entire time, doesn't mean the evolution can't occur. It just means you have some ground work to do first.
7 steps to transition your brand from product focused to story and experienced driven
1. Have a master plan.
Also known as a strategy. You must know what you are building and why you are building. Why now? Why this? Why here? Why these people? Why you?
2. Create your story
With your master plan in mind. Write your story for your current offering.
3. Talk about your product and your story and your story and your product.
Every time. All the time.
4. Add your “because” everywhere
By adding both the word “because” to your conversations and placing your story right behind it, your audience will truly begin to hear the bigger perspective going on outside of just your product.
5. Shift your audience's’ perspective.
Your audience already has their own story about your product. Shift their story into the one you are telling. Jump on to their positive thoughts about what you do and steer them away from any negative experiences by redirecting the story to where you are going.
6. Take your time.
This transition is going to take time. It won't happen overnight. Give yourself months if not years to make the complete transition.
7. Commit and stay committed.
Once you start down this road, there is no turning back. Stay committed and stick with the plan. Slight course corrections are ok, but do not abandon the cause.
Tweet It Out
You must know what you are building and why you are building. Why now? Why this? Why here? Why these people? Why you? @thealicraig #knowyourwhy