Jon Heyesen: Arbor Wood Co.

How can we position our brand?

Own a niche, and be the content leader authority in your space. You must position and put your unique vantage point and message out, regardless of what’s happening. Sometimes you have to be a little bit on the crazy side, like a little bit on the fanatical side. And you must directly talk to your end user customers as if they are your friends from college that you haven’t seen for a very long time. 

We need to see you every day, on socials and on Youtube, I need to see interviews, your teams, or video of you at the mill. I need to see you every day whether it’s a video, podcast, or an article. Remember content is the new crack. Content is the thing for the people to get to you.

People need to hear or see you six or seven times before they get you. 

• Steve Larosiliere