Did you imagine that there was so much to organize before posting on social networks? In my previous articles, I focused on who the company/brand is: What it sells, its purpose, and culture. And this is normal, because your network should reflect who you are (or your brand) to others.

Today I want to reinforce this step, which is often ignored by companies, which end up dissipating inconsistent discourses, diffuse narratives, appropriating trends that are not in their DNA, running the risk of appearing opportunistic.

This is not part of healthy communication! The inconsistency in the discourse makes it difficult to connect the audience with your brand.

Let's reflect: You know that person who is always trying something new and at the end does not become an expert in anything? Would you trust someone who changes their discourse and opinion all the time? It's the same with brands.

Generating connection is one of the oldest marketing strategies used by big names in the market, such as Nike, Disney, Natura, and Apple. Steve Jobs was already talking about this in 1997:

https://www.youtube.com/watch?v=0Vcy3fxFxOA

In a world increasingly noisy, the work of your brand with the end consumer is happening in the non-obvious. It passes to the unconscious: in that story, you connected to, in that campaign that brought you an affective memory, and in that situation you found yourself in.

Identification, according to Freud, is the oldest link in relation to the other. Lacan says that our recognition is through the feeling we have when looking at the other.

It also helps to keep you away from those who have nothing to do with you, that is, inadequate followers, who do not engage, do not cheer for you, and still look for faults to criticize you. You don't want that in your network, right?

If you are a person of young and technological spirit, it is likely that you will give preference to modern stores, which offer practicality at the time of purchase. Now, if you have a suspicious and insecure profile, you will prefer to make your purchases on sites that offer greater security at the time of purchase, certificates, guarantees, more complete descriptions, and product reviews.

Consumption is a political act. With this, coupled with distrust in institutions, brands have been increasingly called upon to help others and the planet.

Did you see how important it is to think strategically?

That way you focus on the needs your audience has with your product, and you can create more naturally.