To stand out in the attention economy, consumer brands and campaigns must have a magnetic attractability. But what’s powerful enough to create yearning, and lay the groundwork for brand loyalty?
Providing a product that authentically enhances your customers’ lives is the first step—but then, how do you communicate it? How do you position your benefits against your competitors? How do you let people with specific tastes and specific interests—who are navigating a sea of noise and cacophony—know you’re the specific brand for them?
As human beings, we’re not necessarily drawn to products, companies or institutions—we’re drawn to value, purpose and meaning. That’s why brands need to stand for something. And once we know what we stand for, we can bring that to life in the brand’s personality.
The brand personality is a crucial element of brand soul.
It’s in understanding how the characteristics and qualities you present outward are shaped by looking inward. This allows you to identify your motivations, and intentionally craft the brand’s voice, tone and persona to reflect it.
Discovering, visualizing and giving voice to the emotional heart of your brand creates alignment. If it’s exceptionally done, your brand will mirror your audiences’ goals and dreams. And in that, they find an irreplaceable sense of belonging.
That’s how you go from “I’ve never heard of it,” to “I can’t live without it!”
Interested in learning more about our process, or getting to know our team that facilitates our Soul Sessions? Hit us up.
