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 Nespresso’s rumored $40 million fee George is happy to lend them his considerable charms.
Celebrities being paid to endorse stuff has been around for decades because let’s face it, there have always been dull brands desperately seeking some va-va-va-voom.
Why can’t brands be fun, fascinating, mysterious, exciting or amusing without having to latch on to someone else’s appeal? To me the answer is simple: there are emotional drivers with every brand and they can be unlocked. All you need to do is look for the people.
What do I mean?
It’s the human stories, the struggles, the victories against the odds, something that will make us laugh and the people who have thrived by using your product or service that can lift a brand beyond boring. For a brand to resonate we need to relate to the people using it rather than just the brand itself.
And therein lies the problem for many marketers. They’re so invested in making their brand a success, its consumers are forgotten. I know that sounds counter-intuitive. 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 brand looking at the consumer rather than the other way around.
The more stories about consumer experiences stemming from using the brand the more we can relate. Tell me about your amazing configuration or unique cross-stitching 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 solutions 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 and experiences stemming from using your brand can perhaps be your only differentiator.
In this vein are endorsements from previous purchasers. Genuine testimonials, no matter how they’re presented take the risk out of making the decision to go with you. These are the people who’ve put their money where our mouth is and are happy they did so.
What’s the common denominator in all of this?
What is a brand if not an emotional focal point for a large group of people? Customer relationships are at the heart of every brand. Unfortunately, the direct relationships your brand has with its consumers are too often forgotten with all the fuss over packaging, distribution, pricing, advertising, research and on and on…
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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