A blog with impact

You never have to figure out Southwest Airlines' mission. It is integrated into almost everything they do. Look at their blog for further evidence. 

"Making a Difference in the Lives of Families Facing Serious Illness One Ticket At A Time"

Here's a brilliant example of how Southwest reinforces their company mission, while using social media and their blog to build a strong public relations brand.

"People don't buy what you do, they buy why you do it" - Simon Sinek.

Southwest is more than an airline. In this instance they choose to embrace the idea of helping others who are experiencing adversity in their lives. Not only is it noble, it serves as a way to unite their employees, vendors and customers around goals and objectives of the company. Did you notice I didn't say profit or shareholder value?

Once again, Southwest Airlines shows you what they do well, and reminds you of the importance of demonstrating why you are in business.

Blogs, Video...Can they help you differentiate?

Absolutely.

They are fantastic tools to separate you from the crowd. There is only one you...thus you must demonstrate your unique value.

Blogs will give depth to your brand. You are starting a conversation with the prospect. You are sharing your expertise. You have opened the door for a question or inquiry that will further the dialogue. Engage, engage, engage. The prospect will likely visit your website based on the engagement.

Key point: You are not selling!

Once on your website the prospect will watch your introductory video. A true look behind the scenes of your business. The basis for a relationship is established without actually meeting. Your video projects credibility and a sense of the business' personality. You are reeling them in...without a reel.

Being the cheapest, fastest, sleekest, evolved, new and improved brand is no longer interesting. You are offering an experience, not a transaction.

How do you project an "experience" for your prospects?