COMMUNICATIONS: Bring Your Brand To LIFE

When it comes to success, if you want to be relevant in your business then you should make sure the goal is to do something relevant.  Shake yourself to the professional core and figure out your beliefs and what you stand for.  THAT is where the brand begins.

Everybody wants to be a part of something significant.  And today, businesses and people are working like never before to promote their efforts and brands.  And the way to do that is strategic communications.  Here are three of the best ways to bring your brand to life.

VIDEO:  In today’s world of content consumption, its video, video and video. It’s a way to share your value proposition and your story.  Some statistics:  87% of online marketers use video content, one minute of video is estimated to equal to 1.8 million words, 90% of users say product videos are helpful in their decision process… and one-third of all online activity is spent using video.  It’s not a way of the future.  It’s here today and here to stay.  Time to invest in video storytelling.

TEAM MESSAGING: It’s one thing for the chief spokesperson to share your message or the CEO.  That is their job.  But when everyone in an organization knows the message and shares it using their own social media platforms, that’s a whole new world of connection.  If everyone in your company thinks of themselves as a Chief Marketing Officer and spokesperson of the brand, the reach is bigger and so is the brand.

Let People In to See Value

WINDOWS, NOT DOORS: Can people see inside your world?  Or is it a closed shop?  A degree of authenticity is huge for consumers looking to see what they are buying. Create value by letting them in as best you can.  Tell them what your story is and let them see you at work.  People want to feel connected.  Find a way.

The key today is to offer up and not hold back.  Taking control of content and pushing out your own story works far better than waiting for people to take notice and media to cover you.  Don’t be scared to tell your story and work hard to find ways to connect.  Your brand depends on it.

Thanks for reading this blog …. I hope you’ll share on your platform.  Follow me @KraigKann and thanks for considering @KannAdvisory to help elevate your people, brands and events.

Thought for the Day: Developing a brand means defining its personality, sending a clear messaging and creating emotional connection. 

PERSONAL: A Thanksgiving Salute to the LPGA

Sunday, the LPGA wrapped up the 2016 season in amazing fashion with its year-end CME Group Tour Championship in Naples, Florida.  A big “congratulations” to Charley Hull on winning her first LPGA title and to In Gee Chun for a clutch birdie at the last to win the Louise Suggs Rolex Rookie of the Year and also the Vare Trophy for low scoring average.  

The real show-stopper this year was Ariya Jutanugarn … who tied for 4^th in the event but walked away with the Rolex Player of the Year honors and also the $1million bonus as the winner of the Race to the CME Globe. 

Ariya Jutanugarn

Each of the above-mentioned LPGA stars is under the age of 23, which says a lot for the current state and future state of women’s golf.  Things are really good!

When I left the LPGA full-time back in October to put full efforts toward some intriguing professional opportunities - including a personal business venture (Kann Advisory Group) -  I penned some thoughts about an organization that most probably don’t know enough about.  

As the Chief Communications Officer for more than five years, I frequently sent out organizational news and top media coverage hits to membership, key stakeholders and industry insiders in the form of a promotional newsletter I dubbed “Kraig’s List.”

This is the final edition I never sent ... with the sole purpose of waiting until after the season wrapped up and there was much to celebrate.

Here is that “list” – my top of mind thoughts on one of the rising organizations in all of professional sports and... in the spirit of the holiday season... how thankful I am to have been a part of it. 

There is a reason the LPGA was recognized by Sports Business Journal as a finalist back in 2015 for “Sports League of the Year.”  And here’s hoping that deserving “finalist” turns to celebrated “winner” in the year to come.

As always, I welcome your thoughts and response.  I hope you'll follow me on Twitter @KraigKann and you can follow Kann Advisory Group @KannAdvisory 

Happy Thanksgiving Everyone!


Thought for the Day: Don't wait for people to take notice.  Do something worth paying attention to.