The one question that will help make your brand irresistible
Let's face it: every brand wants to be irresistible. We chase the elusive "it" factor – that one killer feature, clever ad campaign, or perfect tagline that will make the brand beloved.
Unfortunately, this search is fundamentally flawed. It focuses inward, on the brand itself, when it should be looking outward.
The answer lies not in our brand but with those our brand hopes to serve
The key to unlocking brand love lies in a fundamental shift - from being feature-centric to impact-centric. A feature-centric approach assumes people are just looking for the "what". But we humans are wired for more. We crave connection, meaning, and a sense of purpose. We want to be part of something bigger than ourselves. This is the “why”.
So how do we make that shift? It starts with asking a profound question: “How will our brand leave this world a better place than we found it?”
Maybe it's empowering women in STEM fields. Maybe it’s fostering creativity in children. There's no one-size-fits-all answer. Look outward at the impact your brand could have and you will find your answer.
How this leads to an irresistible brand
All things being equal, people will choose a brand with a well-defined purpose over its competitor. Why is that?
Authenticity: Brands that genuinely care about making a positive impact are more likely to resonate with people. This authenticity builds loyalty and even advocacy as people feel like they're aligning with a brand that genuinely cares about the same things they do.
Meaningful connections: People want to feel like they're part of something bigger than themselves. Brands that have a strong purpose can offer consumers a sense of belonging and connection. This can foster emotional engagement and create a deeper connection between the brand and its customers.
Trust: When a brand demonstrates its commitment to making a difference, it builds trust with its customers. This trust can strengthen the relationship and even earn the brand forgiveness in the face of mistakes or challenges.
Personal values: Many consumers want to align their purchases with their personal values. Brands that have a strong purpose can offer customers a way to express their values and make a positive impact through their purchasing decisions.
Emotion: Brands that have a strong purpose can evoke emotions in those they hope to serve. People prioritize brands that serve their emotional needs.
Other advantages
There are other benefits as well that come from asking “How will our brand leave this world a better place than we found it?”
For example, a brand with a strong purpose can inspire employees to feel more connected to their work and motivated to contribute to the company's purpose. This can lead to increased productivity, reduced turnover, and a more positive work environment.
Investors are increasingly looking for companies that embrace a purpose. A brand that is committed to making a positive impact is more likely to attract investment. This can provide your brand with the resources needed to grow and succeed.
A strong purpose can create a unique brand identity and make the brand more memorable. In a crowded marketplace, purpose can help a brand stand out from the competition.
Finally, a brand with a strong purpose is more likely to weather economic downturns or other challenges. When a brand is grounded in a higher purpose, it can inspire loyalty and support even during difficult times.
Forget "features that sell" and start with an impact that resonates. Just ask yourself the question and you’ll set the stage for creating a brand that is successful, meaningful, enduring – and most importantly – irresistible.
For more on creating an irresistible brand, check out my book Big Audacious Meaning – Unleashing Your Purpose-Driven Story.