the secret of brand chemistry
You know the feeling.
When you stumble upon an ad that actually makes you laugh.
A turn of phrase that’s honestly delightful.
The product that SO gets you, you feel the ‘Yesssssss’ of it low in your gut?
It’s an almost, animal magnetism, that sends you scurrying for youtube reviews or that ‘buy now’ button.
Hate to break it to you, but that kind of chemistry isn’t accidental or happy circumstance.
It’s data.
Math.
And a touch of the certain je ne sais quoi of art.
If you haven’t whipped out the good scotch in celebration, you should. I’ve just told you there’s a method to the “take my money” madness. And that means you can get in on it too.
So how does a business connect with a buyer on a visceral level?
You need two things:
A tailored brand experience
A strategy to help you develop it
In reverse order.
If you’re asking “why,” we toast your curiosity—with the good scotch, naturally.
First things first, your brand experience is a collection of touch points your customer interacts with directly or indirectly. You logo? Yep. Internal customer service docs? Still counts. If it effects the buyer, it’s part of the system that makes up this thing I’m calling “brand experience”. It certainly goes by other names: ‘branding’ is one, though it doesn’t cover all of it and can be pretty vague (read:confusing). Given that, would it make sense for every business to have the exact same touch points? Of course not. Effective brands are as unique as the businesses they belong to. Enter strategy.
Injecting your client’s experience of your brand with that dizzying effect we’ve been talking about—even knowing what touch points your brand needs—requires a deep understanding of the following:
Customer- so we know what they need
Vision- So we know what you need and so we can bring your dreams to life
Goals- so we can develop a concrete plan to get there
Strategy tells you which building blocks to put in this system AND how to customize them for full cult favorite status.
And over the next month, we’ll be walking you through these three in greater detail.
Stay Tuned!
P.S. If you’re having trouble figuring out who your ideal buyers are, download our free resource The Niching Cure Pt.1!