The first sign of brand fanaticism
Nathan Marsden, our Creative Director, explores a common problem for senior marketers and business owners.
You’re probably taking your brand too seriously. Which is rich coming from me – the 30 year old who wrote a list of fines for his FIFA Pro Clubs teammates.
If you’re a business owner or marketer who worked your butt off to get where you are, it’s understandable.
Your brand means a lot to you – and it should.
But there’s a person-sized problem with that: fanatics don’t like to joke about their favourite subject. Instead they like to drone on – ahem, I mean – talk about it in detail.
Meanwhile, audiences are swayed by emotion. So what seems like brain-exploding information to you might seem irrelevant to them.
Here’s how you fix the problem: find the most important benefit, then dramatise it. Make it funny. Or sad. Or thought-provoking. Or wholesome. Or cynical. Or goat-related (it depends on your audience really).
Focus on creating a connection. Save the detail for later. Your customers will repay you for it.
To find out more about playing for Nathan’s Pro Clubs team – or dramatising brand benefits – get in touch with Friendship today.
Nathan Marsden, Creative Director