On Monday there was a great post on BrandingStrategyInsider.com (one of my favorite places for super smart brand stuff) about how today’s small brands can win. The author, Mark DiSomma, talks a great deal about one of the positions that I hold near and dear to my heart:
Branding is about intimacy. It’s about connecting with a consumer over things that really matter.
And do you know what really matters?
Not product features (they kinda matter). Not pricing (that kinda matters, too).
What really matters is how people feel.
The same things that are true in your real-life relationships hold true in your relationships with customers:
- Common values are required for long-term connection.
- Trust is essential.
- Everyone wants to be recognized, heard, and respected.
- And love conquers all.
I love DiSomma’s language when he describes what a small brand must do in order to thrive and survive: it must “scale its empathy” and “maintain eye contact.”
If you’re not looking directly into the eyes (and souls) of your prospects and customers, you’re missing out on your biggest opportunity for growth and long-term competitive advantage.
Read DiSomma’s post here. I’ll bet you find comfort in the fact that when big brands mistake visibility for effectiveness, it gives you a chance to move right in, and steal the girl (or boy).
This is some seriously good juju.