We all play favorites. We have a favorite shampoo, a favorite brand of coffee, a favorite restaurant. Why do we continue to buy the same products over and over? Brand loyalty. Brand loyalty is a shopper’s tendency to purchase the same product over time from the same company, rather than from a competing company. As a presenter, you have a brand that you apply to each of your presentations. How do you keep your audience coming back for more? Here are some presentation lessons about brand loyalty taken from a TED talk.
In his TED talk, Paul Kemp-Robertson describes the growing trend of branded currency. From loyalty cards to rewards points, people are buying into the idea of currency provided by brands they trust. This concept reveals how important it is to create brand loyalty in your personal narrative.
Trust
Presenters must establish a sense of trust with their audience to build a brand. It can take a brand several years to build trust and only one mistake to destroy it. As Kemp-Robertson explains in his TED talk, the public has drastically lost trust in banks but has grown in trust with major brands. He cites a Gallup survey that says only 27% of Americans trust banks. He also uses a global survey to illustrate how people around the world are losing trust in institutions like governments but are more likely to trust businesspeople. “People are actually placing trust in technology, and it’s started to trump and disrupt and interrogate traditional institutions and how we think about currencies and money,” says Kemp-Robertson.
If people are willing to abandon banks to turn to technology for currency, then be aware that they will abandon you if they can’t trust your message. Presenters should be transparent, reliable and respectable to create brand loyalty. Make sure your message values fact over opinion. This will serve you more in the long run than just being another talking head. Build relationships with your audience to create connections and expand your fan base. Take time to hold discussions during or after your presentation, and use your social media pages to create channels for conversations.
Convenience
Successful brands know how to cater to their audience’s needs. Why does a 20-ounce bottle of soda cost more than a 2-liter bottle? Convenience. In Kemp-Robertson’s TED talk, he attributes convenience to the success of online currency. That’s why huge names like Starbucks and Amazon can create their own branded currency and see it take off among their fans.
Make your presentation more convenient for your audience. First, you can share your presentation digitally via email or a website. If someone can’t be there in person or needs to refer to your ideas later, make it easy for them to download a file or follow a link to get a copy. Second, you can turn your presentation into a webinar. Your audience can join live in person and online, and you can share the recorded webinar online as well. Other presentation additions include one sheets, infographics and ebooks. The easier it is for your audience to find you and your message, the stronger your brand loyalty becomes.
Innovation
What’s most interesting about branded currency like bitcoin is how innovative it is. Currency has advanced from paper cash to plastic cards to digital form. This concept is a game changer that has created a ton of interest in our technology-driven climate. Innovative ideas like this spur other brands to establish their own branded currency and concepts. Make sure you’re the first to your industry’s starting line with your own brand innovations.
Keep your message innovative to draw in a wider audience. Stay ahead in your industry by following the latest trends and research. Make sure your presentation includes the newest information, or your audience might notice that it’s out of date. The more innovative your ideas are, the more likely investors will pay close attention to you.
Presentations should be created with your unique brand in mind. Create brand loyalty through establishing trust with your audience, creating convenient assets to share and applying innovation to your message. And don’t forget – we’re always here to help if you’re struggling to create a stunning design to complement your message, or if you need to brush up on your presenting skills.
For more about presentations and your brand, check out these posts:
Presentation Tip: Dress For Your Brand
Public Speakers Need A Personal Brand. Here’s How To Build Yours
