BRAND ‘ME’ BY CHRIS CATCHPOLE
Everything we wear, the food we eat, the car we drive, where we live, the music we listen to, the people we hang around with speak volumes about us as individuals. We all choose very carefully each and every aspect of our lives. We all have an inner circle of brands that we want to be associated with – that we’re proud to be seen with. I call this Brand ‘Me’.
Read Chris Catchpole’s interesting thoughts about branding and more
I am what I say I am
People use clothing to define themselves. We are also judged by what we wear. I know that I get treated very differently in shops when I wear a smart suit to when I’m dressed casually. Exactly the same person but a different response depending on clothes. Weird, isn’t it? But that’s often how we get our first impression. This is how I explain the importance of art direction – it doesn’t matter what you’ve got to say if you don’t look right. More on this in another post though.
Occasionally, new brands come along or established brands get a makeover and they join our list of close ‘friends’. They may stick around for a while, perhaps just until the special offers run out. This is the true test of friendship. Once the honeymoon period is over, has enough been done to persuade the customer to stay? When the three months free are over, the 50% off is done, 2 for the price of 1 has gone, the free gift yesterday’s news, what’s the reason to stay. Apart from the handcuffs they may have had to sign up to that they now regret, what really makes this company’s offering any different to their competitor’s?
Why not ask people what they want not tell them what they want
Companies spend vast amounts of time and money developing products and services then even more time and money telling everyone how wonderful they are. Do any of them ever think to stop and ask consumers what they want in the first place then create around the need rather than try and create the need? Surely the best way to sell a product or service is to show how it would enhance someone’s life if they had it. Some of the hardest and least successful work I’ve done has tried to create a need where really none exists and probably never would. Why not make the new product ‘amazing’, the new service ‘revolutionary’? But first, ask the people what they want.
Love is…
Think about a company you love. What do they do right? Not only will they make a product that you think is wonderful (or a service that’s remarkable), I guarantee that good Customer Services will play an important role in your relationship with them. It’ll probably be a company that its customer at the centre and does all it can to make them feel special, appreciated and wanted. Why go elsewhere?
All the c&f ‘Rules of Friendship’ deal with precisely this approach for the mutual benefit of both sides. For more information on these, have a read of http://www.chriscatchpole.com/
This article was written by Chris Catchpole. Go check out his impressive direct marketing portfolio
