People engage in movements, places or ideas because they believe in them. They think the thing is important; they care about it.
They’re all in.
At least that’s the truth Chester Elton, founder of the global training and consulting firm The Culture Works and co-author of three New York Times bestsellers about workplace trends, believes. Elton was in town recently to speak at the 10th annual @TECMidwest Inspirational Leadership Conference. His presentation mostly focused on empowering managers to inspire a new level of commitment and performance and creating a culture of belief. He teaches leaders how to engage, enable and energize their workforces. The formula of E +E+E outlines how high-performance organizations deliver extraordinary results by creating a vibrant, productive culture where people believe what they do matters, and that they can make a difference. Elton says managers of high performing workgroups create a culture of belief. In these distinctive workplaces people believe in their leaders and in the company’s vision, values and goals. Employees are not only engaged but also enabled.
After listening intently, laughing and crying at the lively and touching presentation, it occurred to me similar concepts are true when it comes to marketing a product or building brand awareness.
Believable brands generate buy-in. Marketers do this by showing and sharing features, benefits and advantages of the product. They get others to speak for it and commit to the culture; try it.
Why should you work to get your customers to believe you and what you’re trying to achieve? Because you are engaged in something important and something you care about. To have any hope of succeeding, you need to get in the corner with you. You need them to be all-in.
For the betterment of your brand, nonprofit, community, school or family you should remember there is great power in building a culture where people believe. When that element is there and when you show your heart, people will follow.
Jackie Costa is the director of content marketing at Clear Verve. She works with clients to communication more clearly and create smarter, better, channel-appropriate content. Listen for her on Twitter as @JackieMCosta.