By Daniel L. Newman • January 25, 2016 This article is provided by Commercial Integrator Maybe no one has so profoundly summed up the essence of building brand loyalty than Simon Sinek in his Ted Talk, “Start with Why”. If you haven’t watched it before, I recommend it highly. There are many great Ted Talks, but this is one that has stuck with me ever since I saw it. But I digress… Simon notes people don’t buy what you do or how you do it, but they buy “why you do it.” Ultimately what he said that was so profound was this, “People want to buy from people who believe what they believe.” Yep, that was it, but those words mean so much. They capture the essence of a business relationship.They sum up the way people end up doing business with people they like even when it isn’t the right decision. This isn’t something new. In fact, this is how business has been done since humans stood upright. What has changed is the way we do business, the way we connect and engage, the way we build relationships; meaning we have changed the way people discover what our brands stand for—or as Simon would say, “What they believe!” People Used To Meet In Person, Now They Meet Online So really there is one change, and that is the delivery model. How to people get to know a brand? It used to be through in person meetings with sales pros, television commercials and potentially via publicity if an organization had a budget for that. With this meant generally lesser reach, more one-to-one or one-to-few brand engagements and certainly much less awareness of all but the most dominant brands in any field. Today is completely different. People connect with brands online, they do this through researching their needs and finding companies that are authorities on these topics online. The users seek to connect to a brand and find companies that share similar beliefs and offer relevant solutions. It is then that they see a companies subject matter prowess that they begin to engage the brand to explore its inner workings. Reading content via the companies blogs, videos, webinars and live events. It’s when the expertise and the personality of the organization mesh that finally does the buyer seek out that real life introduction. What Is A Digital Personality? No more complicated than it sounds, a digital personality is how your brand’s online content shows the inner workings of an organization. If you’re like me, you believe a brand is human and that is verified by the fact that the brand is carried out and executed by the people behind it. Take away the people, the brand goes with it. So your online existence says a lot about your company. It invites your audience in. It educates, informs and shares. Perhaps it’s funny, sarcastic or serious; but nevertheless it defines you. An organization’s digital personality says who we are, what we do and most importantly why we do it. Considering the importance of first impressions and the fact that your online presence is usually your first impression with any prospect, it begs me to ask you the question… When someone looks up you and your online business, what kind of digital personality will they find? Daniel L. Newman currently serves as CEO of EOS, a new company focused on offering cloud-based management solutions for IT and A/V integrators. He has spent his entire career in various integration industry roles. Most recently, Newman was CEO of United Visual where he led all day to day operations for the 60-plus-year-old integrator. Go to Commercial Integrator for more content on A/V, installed and commercial systems. About Daniel Daniel L. Newman CEO, EOS Daniel currently serves as CEO of EOS, a new company focused on offering cloud-based management solutions for IT and A/V integrators. He has spent his entire career in various integration industry roles. Most recently, Newman was CEO of United Visual where he led all day to day operations for the 60-plus-year-old integrator. Comments Have something to say about this PSW content? Leave a comment! Cancel reply Scroll past the ”Post Comment” button below to view any existing comments. Your email address will not be published. Required fields are marked *Comment Name * Email * Website This site uses Akismet to reduce spam. Learn how your comment data is processed. Tagged with: AV Business Commercial Integrator Daniel L Newman Management · all topics Subscribe to Live Sound International Subscribe to Live Sound International magazine. Stay up-to-date, get the latest pro audio news, products and resources each month with Live Sound.