How Chris Do Controls His Narrative
If you don’t control your brand narrative, other people will do it for you.
This is a mistake I see very often. And it’s much more common in a direct-sale B2B companies, or restaurants. They have no digital brand presence, and all you can find is someone else’s take on who they are.
Now on one hand, this is a welcomed strategy. Positive customer reviews, or even customer testimonials are a beneficial example of someone else’s take on your company. They validate and legitimize your offer. Plus, there’s nothing more valuable than customer language. That should be the prized foundation of your messaging.
But even with your testimonials, you want to make sure they have your… stamp of approval. Those client logos and customer quotes don’t magically appear on our websites.
But the risk of not controlling your narrative doesn’t lie in a positive review. It’s in someone’s negative take. When you have no digital presence, and all anyone can find on your company is negative, your reputation could be compromised.
Your reputation is such a delicate thing. A rumor can be an insidious cancer to it. Especially when you’re occupying the sensitive space of online course sales, where legitimacy is often a concern and scams are rampant.
This is where we see the genius of Chris Do at work. I’m a huge fan of The Futur and have great respect for what he’s doing for the creative community. His content has significantly helped me over the past two years and I’ve even purchased one of his courses. Chris Do is brilliant when it comes to reputation management and controlling his brand narrative.
Now, I’m not exactly sure how he keeps on top of this, but he is very attentive to negative impressions about his brand. Part of his content strategy is to be his own devils advocate. If you check his channel and podcast you’ll see episodes like:
What!? That’s crazy. Why is he spreading rumors about himself?
In the crazy cancel culture we find ourselves in, don’t you wish you were able to dismantle attacks before they occurred?
That’s what this strategy allows him to do. It’s a defensive SEO strategy that allows him to own those negative keywords. He’s making sure that he is the first result when you attempt to search out a negative take on him. And it’s genius.
Aside from their titles, these episodes contain other keyword combinations:
Is Chris Do a fraud?
What credentials does Chris Do have to be teaching?
What has Chris Do done?
Chris do is a snake oil salesman
Is this defensive stance appropriate for everyone? Not sure, but it’s a pretty unique way of facing your nay-sayers head on and keeping your integrity, and controlling your brand narrative..