People will always value a brand
if the experience of it adds something to their lives.
The problem is, too many companies fail to actually
consider people’s lives when they make decisions. And as a result, their
marketing is tolerated at best and loathed at worst.
Turns outs, it’s not about starting with the customer in
mind, it’s about actually starting with the customer. It’s not about how they
fit into your marketing plan, it’s about how you fit into their lives. It’s not
about observing their behavior, it’s about becoming part of their society. And
it’s not about you beating your chest about your product, it’s about people
celebrating how your product fits into their world and how you enable them to
use it better.
If you want to integrate
your brand to fit into people’s lives, ask these questions.
How does this precisely complement people’s way of
life? How do we put the product in the context of people’s daily world? How
does this turning a painful process into a pleasurable practice? How is this an
excuse to spend more time doing something mundane? How can we let technology
enhance an experience from start to finish?
What idea, that people are
convinced is dead, can we bring back to life? How do we create an experience
that makes people believe in something again? How does this reward people for
everyday interactions that they’re already having? What experience, that people
avoided as a badge of honor, are they now obsessed with? What stories are
people telling about themselves and how our product fits into it?
Think of it as developing a better conception of
Instead of waiting for
customers to join your brand, try meeting them where they are and joining them