Fear is among the most powerful emotions we experience. Most of our decisions in life whether it be the school to join or the guy you marry, ‘fear’ would have a pretty decent stake in all your major life’s decisions. Its not as such a bad thing. It’s just the way it is. We are by nature attracted to people who alleviate our fears and stay away from people who kindle them. People who have no influence over our fears, we call them ‘harmless’.
Here’s the thing. Brands are people too!
It doesn't matter if you think you are communicating but your customers are always forming a mental image of who you are. When you are calculating too much about what to say, it shows. When you are trying to sound too corporatish, it shows. By trying to be what you think they want, You appear like a wannabe trying to act matured. When you are afraid to polarize, you get buried.
Products can only go that far. It won’t really change who we are or how we feel about life. It won’t bring happiness in itself and if it does, its effects are momentary. ‘Brand’ on the other hand must stand for something. A brand unites people. It gives us identity. A brand is an emotional entity. Its value in the passion of its fans. It has personality. A brand has a purpose. People develop personal relationship with them.
But for that the Brand has to talk to them. Reassure them that it’ll all be OK! That you got them covered and they can now live happily! alleviate their fears.
Free yourselves and express!. Tell your customers something interesting. They won’t sue you for being chilled out. Quite the opposite!
Take your chances, be bold. Even if it rubs some, you’ll get talked about.
Remember, Your product is your message and your message is your product. Get it right!
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