Find it annoying when i see such debates; when answer is a full funnel approach; else you are leaving a lot on the table.
Sharing here are my 5 learnings on Top of the Funnel:
1. What Message?
Plan your "Always-on" content rooted in brand, category, and consumer insights.
Should answer your category's why (eg. better mobility),
brand's why (eg. Kill ICE for a better world)
& consumer's worldview (eg. i want to care for planet))
Differentiation is key; assuming thats already baked in.
Most brands dive into many segments; and then think what to build brand on; most then taking position of "your go to fintech brand" which is weak!
2. What Channels?
Wrt your audience; choose where they thrive -
Social, Influencers, PR, Owned.
Not just Insta; think deeper;
for carpenters, could be chingari or glance; for kids, YT?
Influencers are riding the authenticity, micro-cultures & niche storytelling wave! Must have in your channel mix for niche targeting.
Owned channels are under-leveraged - Employees can be content creators. Enable them with tools & right rewards.
3.What Formats?
Short and long basis Channels.
Video > Static > Text
Make it easier for audience to chance upon you
4. Build more Authority in what you say?
PR lends authority over time, on what you say when others back you up.
Much needed for initial stage startups.
Its most under-leveraged lever in D2C.
Unique stories get picked up faster.
Show up in as many opportunities - be it category, consumer, origin, occassions & more
5. Build more Occasions?
Events can swing organic SOV in your favour & can enable shifting baselines up.
They can be anchored in category (Eg EV Expo),
brand (Eg. Ola Sankalp),
consumer (Eg. Fashion Show),
Community (Eg Creator Day) and so on!
(Plan the year & make them IPs for memorability)
Brand building as most think - short term but expensive media splash campaigns.
But for startups & #D2C brands; think more consistent, authentic & sustainable ways of "always on" communication!
More brands of today are getting built with no celebrities, TV & big budgets than ever!
Share what are your challenges as D2C #brand building? How you are solving?
