Brand Dating 101. Your first impression of something is important. When you pick up a new book, you want to be instantly hooked. When you go on a date, you want an immediate spark. When you go to a new restaurant, you want to be impressed with the first dish. A good first impression matters; it’s the reason you’ll read the next chapter, go on a second date, or order the dessert when your clothes are already too snug.
“A good first impression matters; it’s the reason you’ll read the next chapter, go on a second date, or order the dessert when your clothes are already too snug.”
Your company needs a story and your audience shouldn’t have to read the fine print to find out what that is. At first glance, people need to clearly see who you are and who you are not.
A first date is a good analogy for it. You want to be confident, interesting, but not conceited or arrogant. This is dating 101: the date should not be all about you, how great you are, and why they should be honored to be out with you. You want to make sure the other person knows that you like them–that you want to know more about who they are and their life.
Unfortunately, it’s easy to talk about how awesome you are. In fact, it’s ingrained in us; Psychology Today reports that “talking about oneself activates the same areas of the brain that light up when eating good food, taking drugs and even having sex. Simply put, self-disclosure is gratifying. It gives us a neurological buzz.”
“A successful business needs to be empathetic to the needs, pains, and goals of their clients.”
However, although it may make us feel good, it doesn’t necessarily have the desired effect on our audience. You want your audience to get the “neurological buzz”. A successful business needs to be empathetic to the needs, pains, and goals of their clients. You need to know where they come from in order to have a real conversation with them about how your product or services can make their lives better. The goal (just like a first date) isn’t to be a sales-person but to truly connect–show the other person that you (your brand) will be a good fit for them.
Not everyone will be into your brand. Sorry, but that’s the nature of dating–I mean, marketing. You don’t want to keep pursuing a demographic that is never going to commit. It’s a waste of your time. But it doesn’t mean that it is pointless to reach out to different people. Maybe you were right for person X, but perhaps they have a friend who you would be perfect for.
“Who is your dream client? Where are they in life? What is their problem?”
At the end of the day with Brand Dating 101, you have to know who your brand is in order to find the ideal client. Is it your goal to make them laugh, bring them comfort, help them reach their full potential, make their lives easier? You need to know what exactly you bring to the table and what kind of client may be interested. Who is your dream client? Where are they in life? What is their problem? And how can your brand help them live Happily Ever After…so to speak.
Branchout helps businesses struggling with authenticity. Your brand needs to get back on the market, get seen, and reap the benefits of an increase in revenue. Let’s talk about Brand Marketing and how we can help.