My new Technorati profile
27th June 2007
Business social networks mature
29th June 2007
Show all

The emotional draw of brands

Personal branding is all about the experience. People often assume that their competitors are the people who provide the same service as they do. That's very blinkered.

Tim O’Brien has a great post over on his blog ‘The Person to See’ about how our personal brand includes how we make people feel. 

Personal branding is all about the
experience. People often assume that their competitors are the people
who provide the same service as they do. That’s very blinkered.

Most of the stuff we buy isn’t bought for a utilitarian purpose, it’s bought because it changes how we feel.

Next time you’re at the till in a clothes shop ask yourself "am I
buying this because it will make me feel warm, or because it will make
me feel good about myself? Did I pick this store because it’s 20 yards
from the bus stop, or because the staff greet me with a smile and give
my partner coffee while I shop?"

When you stand in the video store do you think "great, this film is
120 minutes long and I have exactly 2 and a quarter hours to spare this
evening!" or "I need cheering up; this looks funny. Hmm, maybe I should get some chocolate instead"?

Rather than ask "who could do the same as I do for my
customers?" you should be asking ""who could make my customers feel the
same way that I make them feel?"

That opens you up to consider all sorts of competitors you might never have spotted!

Leave a Reply

Your email address will not be published. Required fields are marked *

FREE BOOK