Of course it doesn’t.
If it did, you wouldn’t be reading this. You’d be luxuriating in your Lake Como villa sipping on your Nespresso coffee with George Clooney.
Now Nespresso, there’s a brand with charisma, right? Well, no, not really. Little pods of condensed coffee ain’t sexy or fascinating in anyone’s language.
George Clooney, on the other hand has charisma to burn. And thanks to a rumoured $40 million fee, George is happy to share some of his charms with Nespresso.
Celebrities have been paid to endorse all sorts of products and services for decades.
There have always been dull brands desperately seeking some reflected celebrity ‘va-va-va-voom’.
So, can your brand be seen as fun, fascinating or exciting without needing to borrow all of this from someone else?
The simple answer is yes, but to do so you need to look for the humanity behind the brand.
We humans relate to other humans, their genuine stories, victories against the odds and all the things that make us laugh. Linking those emotional responses to the people who use your product or service can make your brand compelling.
For a brand to resonate, we need to relate to the people using it.
And therein lies the problem for many marketers. They’re so invested in making their brand a success, its consumers are sometimes forgotten in a haze of focus groups and bar charts.
Of course, any marketer worth her salt knows who her target market is but for many corporate brands in particular it’s all rather clinical; it’s coming from the perspective of the brand looking at the consumer rather than the other way around.
The more positive brand experiences that we hear about – via social media in particular – the more we can relate to that brand. Tell me about your amazing website log-in configuration or the unique cross-stitching on your sweater and you may as well pass me a pillow and tuck me in. Take me on a vivid, engaging journey – Lake Como anyone? – and I’m yours.
Of course, what your product and service does and the functional features and benefits it offers are critical. But unless you’re phenomenally clever – or lucky – your offering is just one of many that are the same or similar. Offering human insights stemming from using your brand can perhaps be your only differentiator.
In this vein, are non-celebrity endorsements from current consumers. Genuine testimonials, no matter how they’re presented, de-risk the decision to choose your brand over all the alternatives. These are the people who’ve put their money where your mouth is.
What’s the common denominator in all of this?
A vibrant, healthy brand is an emotional meeting point for a group of people. Sure, organising the best packaging, distribution, pricing, advertising, research solutions etc. need to be taken care of, but ignore the human side at your peril.
Charismatic people connect with people authentically and wholeheartedly. It’s that positive ability to relate to others that draws people in. Your brand is no different. Start with the customer and work back from there. It’s as much the key to charisma as it is to your brand’s success.
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