It’s time to Zen your brand: The new Apple iWatch shrinks your social media content strategy.


How will your message communicate on a teeny tiny screen?
How will your message, logo, photo and brand communicate on an ever-shrinking, teeny tiny screen?

“Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius — and a lot of courage to move in the opposite direction.”

E.F. Schumacher, “Small is Beautiful.”
A responsive website template can shrink and expand, yet the fonts remain legible.
A responsive website template can shrink and expand, yet the fonts remain legible. Don’t force the user to carry a magnifying glass to see your message!

When I was in art school, my teacher, Mr. Nick used to constantly say: “Simple says more.”  That stuck with me my whole life, and it’s my marketing mantra.

I’m constantly reminding my clients to simplify their message and branding and think small.

Now with the new Apple Watch and other smartwatches, social media marketers will need to shrink their messages ever simpler, bolder and smaller. We’re entering the world of the Dick Tracy two-way communicator and our messages will become both tinier — but they will also more aural, sensory and ubiquitous.

The time is now to prepare for wrist-top always-on marketing and Zen your brand so it’s wearable and portable.

1. Your website needs to adjust for multiple screen sizes. (Get rid of that old template and move over right away to a scalable, responsive template that can shrink and expand while keeping the fonts legible and readable.)

2. Scroll vs click. One long scroll is much easier to navigate on a small screen than a site that demands lots of clicks.

3. Can you touch me, can you read me? When the icons shrink down, your customer still needs to be able to touch them. Can they even see the words?

4. From poster to postage stamp. Your event poster needs to be readable on a smartphone–and you need both print and online versions. Get rid of all the small type and create bold, simple graphics.

5. Can your logo shrinky dink? Your logo must pop and stand out when it’s shrunk down to a tiny icon. Redesign and simplify right away.

6. Are you an icon? Your portrait photo should still be recognizable when it’s a 1 x 1 centimeter icon. (Think iconic — a consistent photo, consistent hair color and style and a consistent and memorable personal brand.)

7. Abolish serif fonts! Your content should have large, sans serif, bold type that’s easy to read when you shrink it to a cellphone screen.

8. Write in soundbites. Your Facebook posts should be Twitter sized — or even smaller.

9. Don’t annoy people with beeps and music. With notification messaging instantly available on a user’s wrist, they will see them far more often. Marketers need to be cautious about annoying the user with beeps and blips or especially websites with annoying music.

But what do we do when it all shrinks down to the postage stamp-sized screen of a smart watch in 2015? Now is the time to prepare for the ever shrinking, ever mobile world that your message will be seen in. No longer on a desk in a business setting — but possibly anytime, anywhere.

Published by Gisélle Bisson

I am a storyteller. I am a bridge between the worlds of high tech and high touch. The main communities I build are between thought leaders in Technology, Entertainment and Sustainability. (Kind of like a TED conference.) These are the early adopters, risk takers and super connected connecters who can set your ideas on fire! As a veteran Silicon Valley tech PR executive and product launch visibility expert, I have launched more than 30 paradigm-shifting products and consumer technology companies in my career -- products that changed your life and are used by tens of millions of consumers. I was on the teams that introduced major innovations we now take for granted -- like email, video editing, ink jet printers and mobile devices. I've promoted products that reached 5 million to 40 million customers -- paying customers, not eyeballs. We did this almost 100% with free PR and social media -- not paid advertising. Increasingly all business must be social, sustainable, sharable and conscious. And I believe social media is the catalyst of this conscious convergence and shift. I've learned that it's not just about "content" or "engagement" -- it's about creating authentic communities around an event that share your news and spread the word for you. I combine social media with press relations, speaking engagements, events, social ads, email lists and street teams to generate waves of awareness that catapult your launch and sustain it. Move forward, into the future. I can help you make a Visibility Shift.

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