The brand-building wizards at Red Antler are famous for enabling companies to enter and completely disrupt industries, with a portfolio including top young brands like Allbirds, Casper and Betterment. 

Although Red Antler is known for working with start-ups, both small and global companies would do well to pay attention to its approach – especially as a proliferation of marketing channels makes it increasingly difficult to maintain a memorable, consistent experience across touchpoints.

I sat down with Faye Shneider, Strategy Lead & storyteller at Red Antler, who explained some of the agency’s secrets to effectively reaching your audience. And because she also happens to be my sister, I convinced her to let Percolate share them with the world. 

Whether you currently partner with an agency or not, we recommend these tips for any company looking to build or sustain an outstanding brand and customer experience. 

Here’s what we learned:

1) Know your audience. A little research goes a long way. For example, if you’re aiming to reach a niche audience within the technology sector, beyond the obvious trade articles and websites, tap your networks to have a real conversation with someone you know who works in tech. Understanding the day to day life of who you’re speaking to – their pain points, goals, and what makes them happy– increases the chances of them opening that email, clicking that ad, and ultimately making a purchase.

2) Keep it short. Consumers’ attention spans are getting shorter by the day. Great content writers and marketers must be absolutely comfortable with sacrificing all superfluous words or phrases that don’t contribute to the main goal of that initiative. Get in. Make the point. Get out!

3) Be specific about what you do, and don’t claim to do what you can’t. A simple list of your business’ spectacular offerings is better than a laundry list of capabilities that aren’t your strong suit. Just because consumers or companies want something that presumably your company could offer, doesn’t mean it needs to. Focusing your marketing on your biggest strengths not only helps differentiate what’s special about your brand – it also makes it easier for your ideal customers to find you. Businesses are often under the misconception that if they don’t claim the same benefits as their competitors, they’ll lose. In reality, telling a different story will make people notice and remember what your brand has to say.

4) Don’t lean on jargon. While understanding the language your audience speaks is important, there’s a fine line between knowing how to speak it and coming off robotic or esoteric. When you cross it, you risk boring your audience and publishing forgettable content.

5) Everyone in your audience is a human. Don’t forget this! Whenever possible, aim to create an emotional connection through conversational language, unexpected words and phrases, and humor if it fits with your brand. Ultimately, there is no real difference between B2B and B2C when it comes to communication that resonates – in both cases, you’re still talking to a human being.

6) Use goal-oriented language. Remind your audience how exactly you can help achieve their business goals. Will you save them money? Will you save them time? Let them know how and be specific about how much.

Across channels, competition for consumers’ attention just keeps getting fiercer. Building a strong brand message and a consistent customer experience can be the difference that gets your company the win.