{"id":2878,"date":"2023-04-11T15:39:19","date_gmt":"2023-04-11T19:39:19","guid":{"rendered":"https:\/\/beomniscient.com\/?p=2878"},"modified":"2023-04-14T15:51:24","modified_gmt":"2023-04-14T19:51:24","slug":"brand-pov-workshops-part-1","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/brand-pov-workshops-part-1\/","title":{"rendered":"Field Notes #039: Brand POV Workshops (Part 1)"},"content":{"rendered":"\n

Four years ago, when I was working for HubSpot, I was amicably battling with HubSpot leadership. I wanted to incorporate more thought leadership and brand perspective into our blog. If HubSpot teams were doing and revolutionizing all the things we were writing about (marketing, sales, and customer service), why weren\u2019t we working those learnings into our content?<\/p>\n\n\n\n

Over time, this effort became my Made @ HubSpot series<\/a> and planted seeds for what came to be known as \u201chybrid content.\u201d These shifts put the spotlight on HubSpot\u2019s expertise, helping it become a louder voice in the industry and differentiate its content.<\/p>\n\n\n\n

Fast forward through years of program-building and problem-solving, and our team at Omniscient now conducts bespoke brand POV workshops. These workshops bolster our thought leadership plays and help build competitive moats for our clients.<\/p>\n\n\n\n

When B2B brands delve into content strategy, they often start by asking, \u201cWho are we talking to?\u201d and \u201cWhy should they care?\u201d Essentially, they identify their audience and features\/benefits. <\/p>\n\n\n\n

But brands often forget a crucial question: \u201cWhat do we have to say?\u201d<\/p>\n\n\n\n

This question should come before any topic or keyword research. It may even inform answers to the previous two questions about audience and features\/benefits.<\/p>\n\n\n\n

This is what I call your brand POV. Your brand\u2019s perspective. Its stance.<\/p>\n\n\n\n

If your tone of voice and messaging make up your brand\u2019s appearance, your POV is its attitude. Both illustrate your brand\u2019s personality.<\/p>\n\n\n\n

Why is this important? <\/h3>\n\n\n\n

For one, having a brand POV is interesting. B2B brands shouldn\u2019t be Switzerland, not in today\u2019s noisy marketplace. Taking a stance on trending and tangential topics differentiates brands from their competitors with similar products or services. <\/p>\n\n\n\n

Imagine your SaaS brand lined up alongside four similar solutions with similar pricing and features\/benefits. What sets yours apart?<\/p>\n\n\n\n

The answer: purpose. Opinion-led branding sets your brand apart from its competitors. Your brand POV is a competitive advantage that helps you capture market and mind share.<\/p>\n\n\n\n

Today\u2019s consumers aren\u2019t only conflicted about what to buy; they also struggle to decide who to trust. Brands are uniquely positioned to not only help consumers solve their problems but also learn and form opinions about their work and industry.<\/p>\n\n\n\n

Secondly, a brand POV is how you become a thought leader. A brand with a strong perspective is seen as an industry authority, which can lead to greater trust and credibility among your potential customers.<\/p>\n\n\n\n

It\u2019s important to note that thought leadership isn\u2019t really a type of content\u2026 it\u2019s a phenomenon that occurs\u00a0within content<\/em>\u00a0when brands have something interesting to say. Hint: Letting keywords guide what you write about is\u00a0not<\/em>\u00a0how you achieve thought leadership.<\/p>\n\n\n\n

Here\u2019s an example of some of our brand perspectives at Omniscient:<\/p>\n\n\n\n

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Not only do these concepts influence how we do business, but they also inform how we talk and write about topics important to our audience. This contributes to word-of-mouth and customer advocacy.<\/p>\n\n\n\n

Figuring out your brand POV<\/strong><\/h3>\n\n\n\n

You can\u2019t delegate or automate your brand POV.  So, how do you discover it?<\/p>\n\n\n\n

Whether you work with us, another agency, or freelance writers, only your<\/em> team can determine your brand POV. Why? Your brand POV is an amalgamation of the perspectives of your founders and leadership. You can\u2019t fabricate or outsource it.<\/p>\n\n\n\n

Unearthing and shaping your brand POV is pretty straightforward. <\/p>\n\n\n\n

You must first pinpoint your brand vision, mission, values, and tone of voice. Then, link them to your target audiences and their needs and aspirations.<\/p>\n\n\n\n

Honestly, the hardest part is getting all your important folks into one room and ready to discuss. It\u2019s important to cultivate a safe space for everyone to be honest and unfiltered.<\/p>\n\n\n\n

From there, moderate a conversation. Here are some questions to ask:<\/p>\n\n\n\n