Kiss Your Brand
In the intricate dance between desire and decision-making, what makes a brand not just noticed, but loved? Explore the essence of authentic branding as we journey from Aesop's timeless wisdom to actionable steps for making your brand irresistibly unforgettable.
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Desire, that inner urge, a kind of universal language, that tantalises us into some of the most obscure behaviours. It’s human, the driving need to achieve or to obtain. So what then does this carrot flaunt over the whip?
Aesop’s ‘The Sun and the Wind’ comes to mind:
“ The Wind and the Sun were disputing which was the stronger. Suddenly they saw a traveller coming down the road, and the Sun said: ‘I see a way to decide our dispute. Whichever of us can cause that traveller to take off his cloak shall be regarded as the stronger you begin.’
So the Sun retired behind a cloud, and The Wind began to blow as hard as it could upon the traveller. But the harder he blew the more closely did the traveller wrap his cloak round him, till at last the Wind had to give up in despair. Then the Sun came out and shone in all his glory upon the traveller, who soon found it too hot to walk with his cloak on. “
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Transform your brand into a magnetic force by leveraging proven methodologies to resonate deeply with your community, cultivating loyalty that sustains and exponentially grows your business.
5-Point Checklist: Mastering the Art of Authentic Branding
In a saturated market where every brand vies for consumer attention, true connection comes not from shouting louder but from speaking the language of authentic engagement. Here's what to consider before diving into the full article:
Desire and Its Role
Are you fully aware of the central role of desire not just in advertising, but in the whole brand experience? Are you using this awareness to fuel your strategy?
Psychological Foundations
Does your brand leverage fundamental psychological principles to connect with consumers? Are you familiar with the concept of 'selective perception' and how to navigate it?
Brand Personality and Value Proposition
Have you clarified the unique personality traits of your brand, as well as its distinct value proposition? Do they align with your target audience's desires?
Audience Segmentation and Communication
Do you have a nuanced understanding of your audience segments? Is your brand’s tone of voice tailored to these segments for maximum impact?
Strategic Contact Points
Have you identified the most effective points of contact for delivering your brand’s message? Are these touchpoints synergistic with your audience's lifestyle and needs?
Marketing is dead without branding.
Your business and it’s marketing efforts work very much the same. Consumers have had relations with these things we call ‘legal entities’, ‘companies’, or ‘enterprises’ for decades and will not give in to your simple seductions or barrage of bustling messages.
Consumers are blasted with advertising messages from over 5000 sources a day and there is no one way to coerce an unwilling subject into a purchase.
In fact, in anticipation of the Wind, consumers are hardwired to block out the ‘noise’ of the world. Selective perception at best or complete omission at worst.
” The future of branding is marketing with people not at them. ” – J. Morgan.
Think about that – would you kiss your brand?
In my previous post, How Third-wave Brands Build Better Business, we explored how your brand is your business’ personality, a living & virtual person that actualises their unique traits, talents and skills through your value proposition – your benefits.
The biggest desire of all is the feeling of importance.
Your consumers merely use your product as a souvenir of your brand’s appreciation for and of their importance.
A Brand Hook-up Guide
Here are some steps you can take to prep your business for a Titanic-styled smooch:
1. Brand Purpose and Value Proposition
What’s your special talent and how do you make it unique?
This makes you stand out from all the other schmucks in the room.
After, figure out your Why – your brand’s reason for existence.
2. Audience Segmentation and Profiling
What kind of partner would be looking for someone of your skill or purpose?
Define your consumer and, most importantly, not what you’d like to do for them but what and how they would want from you – your benefits sought.
3. Brand Tone of Voice
How does your partner prefer being spoken to?
Is it someone slightly more mature with the desire for a sophisticated language or is it someone a little younger, looking for some wit and wildfire?
4. Contact Point Planning
Where would they like to go on a date?
Where would the most convenient and inspiring places be for you to romance your audience? Find places in their lifestyles that could do with some of your value proposition.
Step five would be to dress your well-crafted brand strategy in a custom, tailored-to-fit garment because first impressions count. The appropriate creative execution is important ‘cause beauty is in the eye of the beholder.
So, whether you’re looking for a dapper, witty, or humble impression, your consumer will remember you for how they felt during your interaction.
Let me tell you, sometimes they’ll even daydream about you.
Ah, the beauty of connection! When your brand strikes the right emotional chord, it occupies not just a physical space but an emotional one, living in your audience's daydreams. We hope this article has left you tingling with excitement at the thought of your business forming deeper, more adventurous connections. Remember, true loyalty comes from an authentic consumer relationship. Your brand should aim to be like the Sun in Aesop's tale: compelling and gentle, making people want to engage willingly.
If you'd like to refine your brand's 'pick-up game' or explore brand collaborations, we're just a click away. In this competitive branding landscape, the secret to longevity lies in forging authentic relationships.
In Closing: The Gentle Persuasion of Branding
Desire shapes our world and directs our choices. It's that intrinsic spark, a common thread through all humanity, that motivates us to act. In the realm of business and branding, understanding the power of desire—and employing it empathetically—has never been more critical.
The Sun and the Wind, in Aesop's enduring tale, teach us the strength of gentle persuasion over forceful coercion. Consumers are no different; they yearn for a brand that acknowledges their individuality and importance rather than one that adds to the noise of modern life. We must remember to approach them as partners in a mutually beneficial relationship, rather than subjects to be conquered.
As you endeavour to create or refine your brand strategy, consider the many aspects that contribute to an authentic connection. From a solid value proposition to proper audience segmentation and a brand tone that speaks to your audience’s desires. These are not just steps, but an entire philosophy to inculcate into your business ethos.
Whether you're embarking on a journey to rejuvenate an existing brand or create a new one from scratch, the principles remain the same: speak to your audience’s hearts and their minds will follow. Authenticity in your approach will elicit true loyalty—a cloak that can't be torn away but is willingly removed.