Vulnerability is a strength, not a weakness.
After a year of unsettling upheaval, more and more people are eroding their trust in big businesses and institutions. So, is now the best time to change your brand story? Perhaps.
But it’s how you use the power of your brand voice and vulnerability that will build rapport and pull your customers closer. Even turning your biggest critics into champions. It’s all about designing for trust!
With us today is one of the most prominent voices in the content industry, Margot Bloomstein. Margot is the principal of Appropriate, Inc., a brand and content strategy consultancy. Over the last two decades, she has used her platform as a speaker and strategic adviser to work with marketing teams in a range of organizations. She now uses this success to lecture around the world about brand-driven content strategy and how to design for trust.
She is also the creator of BrandSort, developing the popular message architecture-driven approach to content strategy and author of the new book, Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap.
Tune in, as we explore the four V’s of brand storytelling including voice, volume, vulnerability and values, and how you can use it to build trust and empower your audience.
As discussed in this episode
- Why you should be making your brand values visible and how leading with vulnerability instead of false bravado is the best way to bridge the trust gap
- The importance of finding the consistent narrative in your brand story and how to deliver it in every touch point in the stories you tell
- Why you need to be building your audience’s confidence first before they can build trust with you
- Examples of successful business stories and how they’ve used simple changes in their diction to empower and authentically engage with their audience