Beauty begins the moment you decide to be yourself. – Coco Chanel
Note: this is true for people and for organizations. Have a great weekend! – EMC
Photo: Chiminea (Blanca Gómez)
I have been helping international brands connect with their markets in Latin America for over 10 years. Here are some ideas that I have picked up over the years and want to share with you. Most of them are relevant and can be applied elsewhere – US, Canada, Europe etc.
So, here are some ways (in no particular order or linear process) for you to connect with Latin America and get the attention your brand deserves!
1) Choose your influencers
2) Make friends with the media and thought leaders
3) Tell your story – unique and compelling content
4) Solve a problem – be creative!
5) A picture is worth 1000 words – be visual
At some point in the future, I would love to delve down into each one of the items on this list but until then, I would urge you to think about your brand (and corp) values and how those apply to what you do. If you can connect with your values and with people who share the same values – especially if they are influencers and thought leaders – then your brand will get the attention you want and deserve. Coherent, simple, organic growth.
Authenticity is what separates leaders from followers. Coherent actions that build on the reputation of an organization or leader are at the center of what makes a brand and a loyal following of customers, community, employees, —people!
We are skeptics. People sense “hype” and increasingly gravitate toward “real” experiences. Access to information, reviews, testimonials, stories etc. through various social media and community platforms have also made people demand more coherent and authentic actions from leaders.
To prove my point on the power of authenticity, here are a few phrases on authenticity:
Yes, in all my research, the greatest leaders looked inward and were able to tell a good story with authenticity and passion. – Deepak Chopra
“How can I differentiate my company in the marketplace?” My reply to every president, chief executive officer, or vice-president of marketing is always the same: “Why do you want to be different?” We are swimming in an overabundance of products and services. “Different” is no longer a differentiator. What is? Creating an authentic relationship with your customers. -Sohrab Vossoughi writing in Bloomberg’s Businessweek
“I had no idea that being your authentic self could make me as rich as I’ve become. If I had, I’d have done it a lot earlier.” -Oprah Winfrey
“Authenticity is the alignment of head, mouth, heart, and feet – thinking, saying, feeling, and doing the same thing – consistently. This builds trust, and followers love leaders they can trust.” -Lance Secretan
Authenticity may be considered a buzzword by some but its benefits go beyond buzz….being authentic can help you connect and develop long term (and mutually beneficial!) relationships with markets in Latin America. Here are some my articles in Spanish on the topic of authenticity:
“Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does. . .” –Howard Schultz