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Advertisers who turn to the internet to expose their products soon realize two things. There is no better tool with which to seamlessly reach a potential audience of millions upon millions of consumers. However, precisely because of the internet’s unrivaled capacity for access and outreach, it is oversaturated. Google “Public Speaking Coaching” and you’ll get more than two billion results. So how does a company or individual distinguish itself from all the others looking to attract the same audience?
Unsurprisingly, this question is central to today’s online advertising. Equally unsurprising is that numerous companies have sprung up to address this very problem. A person or business overwhelmed by the sheer volume of opportunities open to everyone in today’s digital landscape will often deem it necessary to turn to an advisor or company to guide them toward optimizing this resource. An effective guide can make the cyber world manageable and provide insight into how to distinguish oneself online.
Travis Brady and his company Next Gen Agency are leaders in this space. Next Gen Agency’s has cultivated a five-step program for scaling one’s business through marketing, designed around creating a narrative that goes to the heart of each client’s unique identity. By narrative, Travis means exactly that: what is the story that applies to this person or company and no other. Once the story has been developed, Travis and his team take great care to build a plan to ensure that the narrative is disseminated in a way that allows the person or company to connect with its target audience.
In general, there are two approaches to this issue. The first is prescriptive. A coach or coaching firm provides a set of rules which apply more or less across the board. The second, for want of a better word, is organic and specific to the nature and identity of each client. What’s fascinating about Next Gen’s approach is that it fuses these two disparate methods. The strategy offers a set of specific steps which allow a client to formulate a narrative, which is broad and flexible enough to accommodate the uniqueness of each brand. The steps serve as a general roadmap to developing a brand-specific narrative.
The first step is a discovery program that defines the company or individual’s core values and ensures that they remain consistent from the top to the bottom.
Second, Travis and Next Gen derive from these core values a plan to brand the company.
Third, Travis works with his clients to discern the best way to publicize the brand’s greatest value and its services.
Fourth, with the foundation now firmly in place, Next Gen Implements a plan to utilize social media and get the message out.
Finally, once the word is out, Travis’s company works with the client to identify what’s working and how to develop tactics that will widen outreach and enlarge its access to potential new markets.
Next Gen’s use of a step-by-step regime to find and emphasize the uniqueness of each client seems to us one well worth watching.
For more about Travis and the Next Gen Agency, including its charitable foundation and its plans for the future, see Tavis’s Instagram and the Next Gen Agency’s website.
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