As I explained in a recent column, tackling four problem areas will help you determine where your brand is lacking and get you on the road to sprucing it up — Connection, Communications, Engagement and Appearance.

All four areas have one thing in common: they help your brand engage with your customers and get their attention in a technology-dominated world.

You’ve probably read that the average person’s attention span is getting shorter. This is mostly a myth, but there’s a grain of truth in it. A recent Techvibes interview with Twitter Canada’s head of research notes that people who consume more media or spend more time on social media have “bursts of high attention” that last a short period, which “allows them to process information more quickly. You’re training yourself to vet information better and dig into the stuff that interests you most.”

In short, we’ve become selective readers in the online world. It’s not that we have shorter attention spans. Rather, our attention is being pulled in so many directions that we have to be choosy in terms of what information we spend time digesting. We can’t afford to waste time on information that isn’t useful to us in a significant way.

What does that mean for you and your brand? It means you need to cut through the noise by offering quality content to your audience. If people are going to give your brand the time of day, the content you provide to them needs to be useful and worthy of their attention. How can you do this?

  • Be concise. Whether it’s social media content, website content, print advertising, or what have you, get to the point. Don’t use fancy words if you don’t have to. Don’t use 20 words where 10 or 15 will suffice.
  • Be indispensable. People don’t have to choose your brand. They can go to a similar one elsewhere. Or so they think. Tell them why your company is the one they should choose. What makes you unique in the market? Make this your central message.
  • Don’t pitch. The days of the product pitchman are over, for the most part. You’re not selling snake oil on a late-night infomercial. In agriculture, we have an important story to tell. Tell that story in an engaging way. This is done though content marketing in print and online. The great thing about the online world is you can use video and audio to promote your brand new and compelling ways, allowing your brand to grow and evolve.

See my next column in this series on branding for insights into why your brand needs to evolve.

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