Want your brand to be indispensable? Do these 2 things.

Your brand is most desirable when it becomes less about you and more about those you hope to serve.

You’ll notice I didn’t say ‘those you hope to sell to”. We need to change the way we think. Throw away terms like buyers, customers, and consumers. Those labels dehumanize this group. If we really want our brands to be highly valued, then we must recognize that we are not here to sell, we are here to serve.

Adopting this mindset prepares us to do the 2 things that will make our brands indispensable.

1. Educate

Those you hope to serve have a challenge they are trying to address. And, they’re looking for help. Unfortunately, their guard goes up any time a brand tries to speak with them because they’ve been conditioned to get the hard sell. Too many brands see it as something they must do. It happens when they are thinking more about their needs (making a sale) than the needs of those they are engaging (addressing that challenge).

If we’re really looking to be indispensable, then our brand needs to shift to serving. There is no better way to do that than to provide the great help that people are looking for. Here’s an example. I get regular emails from Rockestock (they sell motion assets, footage, and templates online for people who make videos.)…