You know you have a vital, relevant, compelling brand when customers think or say the following things about your brand. (These statements are taken from real customer feedback on brands with strong emotional connection.)
- It affects people at a visceral level.
- It “gets in your blood.”
- It evokes strong emotions.
- It speaks from the heart.
- It speaks to the heart.
- It opens up people’s sense of what is possible.
- It creates a sense of possibility.
- It opens people up a whole new world.
- It is inspiring.
- It is empowering.
- It is invigorating.
- It helps people see that they can make a difference.
- It makes people believe that they can change the world.
- It helps people articulate what they have been trying to say.
- It is the first time that people feel as if they really have been heard.
- It is unique.
- It is fresh.
- It is original.
- It is one-of-a-kind.
- It breaks all of the rules.
- It breaks down all the boundaries.
- It is “a breath of fresh air.”
- It defines the category.
- It is quintessential.
- It sets the standard.
- It stands apart from all the rest.
- It can’t be categorized.
- It is in a class all its own.
- No one else is doing anything like that.
- It has new ideas.
- It is very influential.
- It is seminal.
- Everything else is derivative.
- It reinvents the category.
- It is genuine.
- It is sincere.
- It is real.
- It is pure.
- It is trustworthy.
- It is approachable.
- It is endearing.
- It stands for something.
- It believes in something.
- It is passionate.
- It has a distinctive attitude.
- People in that organization love what they do.
- It is powerful.
- It possesses great energy.
- It is entertaining.
- It is elegant, beautiful, and/or haunting.
- It is admirable.
- It is visionary.
- It possesses a timeless quality.
- It possesses a universal quality.
- It has successfully stood the test of time.
- It is still relevant years later.
- It is as it is meant to be.
- It is “bigger than life.”
- It has a presence that you can’t ignore.
- It demands to be heard.
- It is legendary.
- It is enshrouded in mystery.
- There is a certain mystique about it.
- It is profound.
- It is captivating.
- It is otherworldly.
- It is mesmerizing.
- It is indescribable.
- The only way that people can fully understand the brand is by experiencing it for themselves.
- It is unstoppable.
- It is extraordinary.
- It is flawless.
- It is genius.
- It is a “crowning jewel.”
- It is riveting.
- It is “mind blowing.”
- It doesn’t get any better than that.
Are people saying similar things about your brand? If not, what not?
Excerpt from Brand Aid, second edition, available here.
© 2015 Brad VanAuken
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