Chris K. & B. Radomsky
22 October 2019
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. “
The North Wind and the Sun
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.
Assorted Logo Badges
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:
- 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.
Hopefully, we’ve left you feeling a little red at the thought of your business being more adventurous. You’d be surprised at the loyalty you can create from an authentic consumer connection that leaves them feeling appreciated.
Remember; your gentle-mannered persuasion will always beat The Wind in trying to get the cloak off. It cannot be blown away but can be voluntarily and seductively slipped off.
Speak to us about fine-tuning your pick-up game or if you’d like your brand to go on a date with ours in a brand collaboration.