Applying simple dating logic to connect with consumers.


If branding is the process of building fruitful relationships between you and your audience, then why not apply the most basic rules of dating to help make your brand more attractive. Here are four ways to set your brand apart, and make positive impressions that get you noticed.

1. Identify your type. Before venturing out to find that special someone, most of us develop an idea of who we would like to meet and connect with. Is the person likely to be tall, short, younger, older, free-spirited, athletic, professional, etc.? Knowing who you’re looking for (and who you want to stay away from) makes it easier to focus your energy, resources, and time on finding the right match for you. In the same fashion, you must identify the audience for your brand. Does your brand connect better with a younger or older crowd, men or women, affluent groups or college students? Understanding that you cannot be all things to all people, it is important and hugely efficient to develop a clear focus of who you are targeting.

2. Make yourself attractive.Have you taken time to examine your appearance to make sure your first impression is the right impression? Are you dressed to reflect who you truly are? Is your hair well groomed? Are you perceived as a cheap thrill or as marriage material? Do you appear natural in your environment or are you trying too hard? Similarly, you have to pay special attention to how you present your brand, the design, the packaging, the personality, the accessibility, etc… People have a tendency to determine a brand’s worth based on what it looks like, and how it’s presented to them. You have to study your audience and present your brand in a way that’s attractive and authentic. As relationships progress, your true colors will eventually show up, so make sure your brand package is truly indicative of who you are at your core.

3. Position yourself at the right place at the right time. Depending on the type of person you’re looking for, you may go to a local bar, bookstore, sports event, college, or nightclub, to increase your odds of meeting that special someone. Likewise, you have to position your brand in front of your target audience. Go to wherever your consumers are, and don’t wait for them to come to you. By experiencing your consumers on their turf it will create opportunities for your audience to discover you and recognize the commonalities between your brand and their lifestyles. Immersing yourself in your audience’s natural environment will also teach you more about what’s important to them, and will provide valuable insight to help you better meet their needs.

4. Take it slow. When you finally meet someone you’d like to connect with, you have to take it slow. Don’t get the number and start calling fifty times a day, because that will quickly move you into the stalker category—and ruin your chances. Take your time to get to know the person, and be respectful of their likes and dislikes. Communicate who you are and what you have to offer, be consistent in your actions, and show that you are worthy of attention and trust. Relationship building is a gradual process, and introducing your brand is no different. Resist the urge to come off too strong by pushing brand messages and sales pitches too early. By not giving consumers a chance to get comfortable with them, brands are inadvertently entering “stalker” mode and are doing themselves more harm than good.

Follow the tips above to connect with your audience beyond a one-night stand!

If you make your brand attractive and invest in building relationships, your consumers will appreciate you more, and invite you further into their lives. It’s time to start courting!

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