Sharing vs Telling: A brand communication concept to consider
Sharing vs Telling: A brand communication concept
In the fast and often linear motion of brand communication, a subtle yet powerful distinction can go unnoticed: the difference between telling a story and sharing one.
As a brand communication and optic strategist, I’ve observed countless businesses fall into the trap of one-sided intention style storytelling, missing out on the true potential of their message and its reach.
The “Yell, Tell, Sell” Trap
Many brands today find themselves caught in what I call the “yell, tell, sell” cycle.
This approach is characterized by:
Loud, attention-grabbing tactics
One-way intention style communication
A focus on immediate sales rather than relationship-building
While this method might seem effective in the short term, it often fails to create lasting connections with audiences and often times is used by those with less authenticity and authority as a crutch to push and even at times deceive.
A Power in Sharing
Sharing, on the other hand, can involve a more nuanced and empathetic approach to brand communication as a whole.
When we choose to share in our messaging, we may be that much more able to:
Consider an audience’s perspective
Acknowledge potential negative connotations or assumptions
Create a more humble space for dialogue and interpretation
I believe this approach requires taking two humble steps back and asking ourselves, “How can I share my message in a way that resonates with my audience, while also being open to their perceptions, assumptions, comparisons and even negative connotations?”
Understanding Perceptions
One of the key elements in effective and humble brand communication is recognizing that perceptions may differ from intentions. Your audience brings their own experiences, biases, and assumptions to every interaction with your brand.
By acknowledging this, you may be able to:
Craft more inclusive messaging and engaging communication tactics.
Address potential misconceptions proactively
Create a more welcoming brand environment
Expanding Your Reach
If you choose to shift from telling to sharing in your brand communication and optics, it can open up new possibilities for stronger connections.
This approach can allow for:
Reaching a wider audience
Building stronger, more authentic relationships
Encouraging engagement and genuine feedback
By considering your brand communication in a sharing way, you can demonstrate respect for your audience’s intelligence and autonomy, which may lead to increased trust and loyalty. Not to mention standing out from so many that just yell, tell and sell their story in a linear and almost arrogant one sided way.
Implementing a Sharing Approach
To transition from telling to sharing in your brand communication:
Consider listening actively to your audience as well as who they listen to.
Apply a discovery for your brand to look at the perception optics.
Be transparent about your brand and hold yourself and the brand accountable.
Invite dialogue and understand not everyone will get it or like it.
Effective brand communication is not about dominating the conversation, but more about fostering a meaningful exchange of ideas and experiences while working to show that respect to an audience that may have felt they have heard or seen it all before.
The difference between telling and sharing a story may seem subtle, but its impact on your brand’s success can be profound. By embracing a sharing mindset, you may create new opportunities for deeper connections, broader reach, more authentic engagement with your audience as well as a greater understanding of your brand.
So, the next time you’re crafting your brand message, consider asking yourself: “Am I telling, or am I sharing?”
CommSphere: EnzoLor777 Marketing and Messaging Short Video Musings.
Sharing vs Telling: A brand communication concept to consider