Lets get naked. Lets be vulnerable. Yes, this is a post about #brand strategy, we assure you. Keep reading...! Brene Brown, an expert on human vulnerability (if you havent seen her TED talk, RUN, do not walk, do it now!) says that the most meaningful human relationships are founded on vulnerability. We cultivate love when we allow our most vulnerable and powerful selves to be deeply seen and known, and when we honor the spiritual connection that grows from that offering with trust, respect, kindness and affection. Well, thats a powerhouse of a statement right there. What if we were to take that concept and apply it to brands? In a recent (and fascinating) article by anthropologist Courtney Lawrence of Idea Couture, this very notion of vulnerability and nakedness is explored. Specifically, Lawrence talks about the state of nakedness as one where egos melt away and two people (usually!) see each other and feel seen by one another. And that in this state both people open up and are curious to learn, sense and explore. What this leads to is a relationship with the possibility for genuine connection, trust, understanding and loyalty. Do those words sound familiar? They should! We use them all the time when we talk about strong, radically differentiated, successful brands! So how can we think about what it means to truly develop a level of intimacy and, yes, even vulnerability....as brands? In other words, can we be naked brands? Isnt that what we mean when we say we strive for transparency? Transparency is achieved when the facts are revealed. This beef comes from Farmer Browns Ranch, where hormones and antibiotics are forbidden. Or, No animal testing was performed in the making of this shampoo. As facts, these are important. But are they enough to establish genuinely loyal and intimate brand relationships? Not really. A naked brand is one that steps out into the world with the courage to engage with its consumers through curiosity and open-mindedness, says Lawrence. So the question that brands like TOMS, Patagonia and Zappos -- two brands that truly develop loyal and intimate relationships with their customers -- include things like What is important to you? Who are you? How do you live? What is your dream for the world? For yourself? For your children or your childrens children? And, likewise, they share their dreams and hopes for the world with the customer. Its a two-way street. Go to the TOMS website. Heres what youll find out about the founder Blake Mycoskie: Blake is an avid reader and traveler. He is passionate about inspiring young people to help make tomorrow better, encouraging them to include giving in everything they do. His hope is to see a future full of social-minded businesses and consumers. There it is. Thats Blake. Thats his company. Thats what makes him tick and care. And, he goes one step further. He asks TOMS customers to share their stories. To create a far more intimate relationship than vendor/buyer. Whats the takeaway in all of this? Slick advertising and customer seduction is simply not the answer anymore. Technology has increased our collective access to information about brands. Unsubstantiated claims and broken promises destroy a brand. Literally. And if Consumer Reports isnt writing about what a sham your brand really is, then your customers are doing so in full force on Facebook and Twitter. And photographing your crappy product and posting it to Instagram. It doesnt have to be that way! Brand strategy is about radically differentiating yourself in ways that have extremely high value and meaning to customers. Ways that MATTER. Create an intimate, two-way relationship rather than a used car salesmans fast-talking pitch. Share dreams. Share stories. Be completely authentic. Be vulnerable. If you make a mistake, be honest. Admit it. Fix it. And finally, be brave enough to get naked in front of your customer. (And note that we are speaking metaphorically. Please do not remove your trousers!)
Posted on: Fri, 14 Mar 2014 11:53:18 +0000
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