Why is brand resonance important?
Imagine going to a friend’s birthday party with music in full swing (Spotify’s Global Top 50 playing, of course) and a room full of people. Maybe you’re usually the one who decides to hang out in the sidelines and wait for another person to approach you. But tonight…. tonight you decide to go out of your shell and introduce yourself to a handful of others.
You walk over to a small group of four people whom looked like an interesting bunch. Now, on a normal day this might make you nervous but let’s assume you had a shot of liquid courage before heading over.
Two seconds after approaching them and successfully introducing yourself, each person shows you a little bit of their personality. If not in their body language but how they dress and converse with each other.
To be fair, maybe one person in this group was someone you might get along with. Or maybe none at all.
And as you go through different crowds of people at the party, you’ll often have a good gauge on who to keep in touch with. Conversely, you will also have a good idea about those to avoid or never bother seeing again.
Finding a brand that resonates is similar.
The crowded party is the Internet where there’s so much noise and thousands of people trying to attract your dream client.
Some of them work while others don’t. This is a crucial stage in awareness because as we receive hundreds of sensory experiences in a moment, our brains block out anything that doesn’t create a big enough impact for us. It’s also another reason why marketing professors emphasize the importance of a marketing strategy and consistency.
Attracting a dream client is difficult when your brand doesn’t resonate with them. You’re going to end up marketing non-stop to people who don’t fit into the community. Think of it like the one awkward party-goer who talks non-stop about themselves but no one *really* hangs out with. #realtalk
How to make your brand resonate with the dream client
Before thinking about creating a marketing strategy, it’s best to understand who your dream client is and where they like hanging out. Foregoing this step is like throwing spaghetti on a wall and hoping it sticks. And let me tell ya, it’s not very effective.
Start by understanding who you are first and what type of product you would like to offer. I always say, people are attracted to others who are similar. And marketing is no exception.
That’s why you would never find someone who doesn’t have a website that you won’t enjoy looking at. And if you do, the exit button is clicked before anyone can even say “hello!”
More importantly, that’s where the unique selling position comes in. Practically speaking, you would be pressed to find any new product or offer on the table. One way or another, someone on the Internet is probably already selling your “original” idea. It’s because we all find inspiration from our immediate environment. And what better way than to surround yourself with ideas and communities which advocate for something?
I personally don’t think my theory-backed branding approach is new. My Psychology and Advertising professors all use the same concepts. Marketing firms do extensive research and probably implement the same strategies I learned at grad school.
That’s why it’s much more important to be comfortable with who you are and the brand you’re building. Because no one is exactly the same person, fam. Two people can have the same upbringing, go to the same schools and be exposed to exactly the same groups. Yet, there will always be a trait or quirk that sets them apart. It’s the same case with twins — no two personalities are completely alike.
For your brand to resonate, don’t get caught up in following what everyone else does if it doesn’t ring true for you. Case in point, what freedom looks like for you, sitting on a beach with your laptop and sipping coconut juice, might not be the same for another. To them, freedom can mean having more time with kids or enjoying new hobbies.
Next, is understanding how best to approach your dream client. Imagine a scenario where a salesman selling vacuum cleaners knocks on your door everyday with the same offer. Not very appealing, right?
In fact, you might even find yourself repelled against this.
But…for example, if the salesman asked you questions about what features you’re looking for in a vacuum. Suddenly, the annoying salesman doesn’t sound so bad after all. For creating a business, that’s the prime difference between throwing spaghetti to a wall and creating a service-based company where your dream client will WANT to work with you.
I talk about this extensively in my brand clarity training where I take you step-by-step on doing proper research and knowing who your dream client is on a deeper level. The aim of this training is to make sure you don’t end up like an annoying salesman and actually create a proper brand strategy using your dream client template as the foundation. Interested? Join us below for a 5-day journey in building the business of your dreams!
Okay, now that’s out of the way… Let me take you step-by-step on how best to create a brand that resonates with your dream client.
1 | Your brand must have a relatable personality
Let me cut to the chase – people want to interact with people. They wanna know there’s a human behind the computer screen and one of the best ways to do this is crafting a brand personality. I mentioned this in my Brand Clarity Training before, as I taught other entrepreneurs about brand strategy, that you gotta learn how to integrate aspects of your personality into the business.
I don’t necessarily mean to say that it’s literally ALL parts of your personality. Rather, it’s understanding what you want to show, unique set of quirks and generally being able to share ideas and different perspectives surrounding your brand.
Even if you’re selling physical products, for example, people don’t think they are buying a random person’s product. They want to create a relationship with the seller (you) and see whether their values align.
You might think about this right away, but it does happen in every sale. Why? Because attraction begins with finding people whom we can identify ourselves with.
Social proof, rapport, and all other aspects of the attraction to purchasing stage falls secondary.
If you’re in the service-based industry (i.e. coaching), your brand personality is the embodiment of your present and future self. By this, I’m talking about what stage you’re at in the business journey and where you want to be in the future. Your clients are the people who want to build a mutually beneficial relationship because they believe the services you offer will also help them get where they want to be.
More importantly, incorporating a brand personality gives people a reason to choose you.
Let’s be honest — there’s no new niche or advice on the Internet. Admittedly, there’s so much noise that’s difficult to cut through.
What sets you apart is the personality you show. What are your unique points of view? Attributes? What do you stand for?
If anything, this will set you apart from your competition. You don’t need a SWOT analysis to tell you that 😉
2 | Work on creating a distinctive brand voice
You have a unique brand personality… now, what? Welllll, the best way to translate this is crafting a brand voice.
Brand voice is the way you talk to your customers and is defined by your brand’s style of communication. Your brand voice is directed to your target audience, and it can have any style, as long as it feels true to your brand values and persona—be it authoritative, playful, intellectual, ominous, kind or fun.– Colette Pomerlau from 99Designs
If there’s one thing I want you to take away from this, it’s that creating a distinctive brand voice is — not to mention, maintaining it — can it be a little difficult.
Because in school, we’re taught to write for academic essays and watch out for verbs and nouns (did you mention adjectives too? omg). All those things are important, however, we don’t watch out for them when we’re conversing with friends or even colleagues.
Yes, there’s a formal element to some of our conversations. Yet generally speaking, building rapport isn’t about exchanging business cards and watching your mouth, Susan.
When we try to build a relationship with someone, we try to make it as casual and fun as possible. No matter what your personality is, your voice must sound like a human.
Even when it’s written down as a blog post. Welp.
Okay, how do we craft a brand voice you ask?
First, gather data about your dream clients and find out how they speak. When I started this idea in my Brand Clarity Training, I asked my students to write 5-10 keywords or phrases their dream clients use. See — I knew they weren’t super comfortable adapting to a certain persona yet…
Which is why when choosing specific keywords and phrases, helps them craft around ACTUAL quotes they could use to establish their voice. Plus, knowing how your audience speaks is a plus 😉
Next, describe your brand in three different adjectives. You can use this as a guideline to keep yourself in check. And when you read what’s on the page, you’ll know straight away whether this aligned with your brand’s overall persona.
For Isabel and Co, the adjectives I use are:
Although tbh, I know it will change over time, I think it’s still variant for me to know that I’m communicating my brand correctly and attracting the right audience.
3 | Build meaning around your brand
Now we’re really going on a deep end here, friend.
When I teach you how to build meaning around your brand, I mean constantly reminding yourself what your why is. And more importantly, letting your customers what it is what every touchpoint in their customer journey.
By knowing the reason you’ve created a product or offered a service, people will be more in tune with what you have to say. People make emotional decisions and they would much rather pay for something that’s intrinsically linked with their values rather than one which doesn’t.
For example, in the recent Black Lives Matter Movement, a number of customers shared which companies didn’t stand up for human rights and those who have been breeding a racist company culture.
Influencers and customers alike have withdrawn partnerships and collaborations for this very reason. And you can’t blame them because their values no longer align with these companies.
It doesn’t matter whether they had the best cotton sweatshirts or eco-friendly tote bag, but the minute something no longer clicks, people stop advocating for your brand.
For brand resonance, this means keeping a list of all your values, brand promise, and the personal reasons why someone should purchase from you… not the competition.
Personality and brand voice can only get you so far. You need to connect with customers at an emotional level too.
The key takeaway
There are numerous factors and touchpoint which encourage consumers to engage and learn about your brand. Although brand resonance may seem like a new concept, advertising and marketing firms have used numerous strategies (not to mention drew tons of pyramids) to draw their customers in.
Brand resonance shouldn’t be a term that scares you. Rather, use it as a way to empower your brand and what you offer because this is what will set it apart.