Demographics provide a starting point, but psychographics unlock the true power of understanding your prospects.
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Do the strategic work when establishing or refreshing your brand. It will ensure you’re creating a brand that means something to those you hope to serve.
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Understanding your customers' WIIFM puts those you hope to serve at the center of your brand strategy, allowing you to consistently address their needs and desires.
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Today, brands are waking up to the fact that greater success comes when we shift from putting the needs of the shareholders first to putting the needs of all the stakeholders first.
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This is a variation of the 5 Whys exercise I use to help organizations clarify their purpose or Big Audacious Meaning. But I have found it useful for uncovering the most compelling brand story as well.
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With this simple exercise, you have what you need to make your message relevant and meaningful. And that's what makes a message magnetic.
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Start by asking, “Who are we serving?” And, “How are we making a difference for her or him?” Then let that guide our brand by sharing something that’s less about us and more about them.
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When it comes to your brand, it's no longer about what we want to say. It's about what they want to hear.
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When we talk about a great brand, we refer to it as being “loved”. Coincidence? I think not.
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The most magical thing may just be that any brand can do this. Just ask the question my mom (and maybe your mom, too) asked.
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Great brands have a well-defined voice. It can seem almost effortless in how it comes to life in all they say and do. But it doesn’t happen magically.
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To be irresistible, we don't have to invent something magical about ourselves. We simply need to understand the irresistible aspirations of those we hope to serve. And then serve them.
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If we choose to give to others, just think what they will choose to give back to us and our brand.
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These 3 simple questions will make our brand strategy more focused and powerful. Because they unlock what’s relevant and important to our prospects – stuff they give a damn about. If we show them that we care about that, they may just give a damn about us.
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We should collaborate and be agile. But not at the expense of creating a brand strategy that is meaningful and compelling. This is not a plea to go back to the old ways. Speed is awesome. Right up to the point it asks us to sacrifice greatness.
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Brands become powerful assets when people identify with them. That only happens when the brand strategy is intent on bringing meaning to the relationship
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Defining the brand starts with a compelling and meaningful story. It may be in your history. Or it may be waiting to be revealed in what you do today.
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Imagine having your brand translated into something prospects will seek out. That’s the difference between a designer and a Translator of Brand Meaning.
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Proof is the difference between a hollow promise and a meaningful brand. Ask the hard questions. Your brand will be all the better for it.
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