Yesterday I organized a small workshop for ASER‘s Brand Management School. It was a nice overall experience with a lot of loughs and a lot of questions. For me it was a great chance to pilot my new training program, crafted around the consumer’s mind and expectations. More on this later here and on my Facebook page.

A lot on NGO’s and other organizations for that matter are doing more and more communication for the sake of communication. It has to stop. You either want people to buy the product or you want them to adopt your values.

When it comes to brand communication online, I encourage you to start from within. ASER for example has 70 members. They should be the drivers for change. They should promote the brand values trough everything they do. A little bit of lead by example.

It’s easier to reach 70 smaller communities trough opinion leaders then by shouting you message in every direction. But where do you start? How do you set your objectives when it comes to brand communication?

Always start small. You now have 20 people that trust you and believe in what you stand for. Grow that number to 40. They are your brand ambassadors and they have great value online.

Now I want to hear from you? What is your magic number? How many people do you want to convert to your tribe this year?