In a world of brand managers that simply track performance metrics of content pieces, there’s an incredible opportunity for the Brand Butler to rise up in their place.
More than tracking “relevance” in the sense of click rates, likes and shares, it’s about aiming for customer resonance. It’s this distinction that makes the difference between a brand manager and a Brand Butler.
Seth Godin champions the Brand Butler. Recently, in an interview published by Contently, Godin talks about the future of marketing and a lot about content.
He says, “I think that [good content is] human, it’s personal, it’s relevant, it isn’t greedy, and it doesn’t trick people. If the recipient knew what the sender knows, would she still be happy? If the answer to that question is yes, then it’s likely it’s going to build trust.”
But, how do you write content like this? Where do you start and who should be doing it? The answer is simple: the person who loves the brand the most. This person embodies the trifecta profile of a Brand Butler: editor, tastemaker and watchdog.
- EDITOR. Brand Butlers are like old school newspaper editors. They’re the ones that obsess over whether or not an article or headline is something that the newspaper would print. They pay close attention to style and voice and, above all, they care about their readers.
- TASTEMAKER. Editing isn’t the only example of this philosophy in action. Wine makers operate the same way. They’re consistent and careful on how they grow the grapes, what kind of barrels the wine is aged in and the methodology for bottling and shipment. Nothing is left to chance and everything is centered on cultivating a unique sensory experience for the consumer.
- WATCHDOG. In the world of horse racing, each horse can trace its lineage back to three horses that were bred hundreds of years ago in the Arabian peninsula. This heritage is monitored and kept as a sacred component of the entire history and identity of the sport and there are people positioned as watchdogs to make sure that each lineage is accurate. The Brand Butler is like a watchdog, making sure that everything going out is distinctly on brand.
Brand Butler are individuals that act as gatekeepers for anything that goes out from the company. They know the voice, tone and delivery of their brand. They know what’s truly relevant to their customers and it’s in their nature to push the boundaries of what’s been done before.