Why is someone attracted to a brand, service or trend?
Because the brand responds to what that person is looking for.
It may seem like a stupidly obvious answer. But it’s not.
For two main reasons:
Firstly, for a brand or service to respond to a particular kind of person, the company must accept that it cannot reach everyone. This means bypassing potential buyers. Leaving people out. Choosing.
Taking this path means these more selective brands only attract those who will not be disappointed. Because they have found exactly what they’re looking for. Becoming that satisfied customer.
In addition to this, we’re talking about what the brand represents to them. Vocalisation in any form grabs attention. Attention that’s used to convince people that you are what they seek. This is reason number two.
And once a person decides, without pressure, they are more sure of their decision. Keen to defend and share. Recommending, spreading, magnifying.
We ask permission and the client lets us enter their world. An invitation we treat with respect. We do not overwhelm with our presence; no foot in the door. We are there effortlessly. Divulging information. Telling a story about who we are and what moves us. Then the consumer or the user decides. And once a person decides, without pressure, they are more sure of their decision. Keen to defend and share. Recommending, spreading, magnifying.
Trends are a fine example of this. They are omnipresent; in the air. But they are not the best option for everyone. Those who do find a specific trend that perfectly fits their desires, happily follow that trend with dedication. And a willingness to help extend it far and wide.