7 ways brand building is a lot like dating

‍

Online dating has proven to be a huge success for so many but what’s that got to do with branding?

Just like dating, it takes a solid foundation and a lot of small but instrumental moments to get where you want to be. It’s a commitment, and we’re playing the long game here.

In this episode, we’re going to talk about how the process of attracting someone to your brand, making that sale, and keeping them as a loyal customer/fan is really a lot like dating.

1. Your job is to woo them

You’ve only got a few seconds to get their attention so:

• Present yourself in the best light.
• Be interesting.
• Pique their curiosity.
• Standout in a crowd of vanilla.

Imagine your brand has a dating profile––what would you put on it?

• Who are you?
• What are your interests?
• Perhaps one funny thing about you that would be a great conversation starter?
• It's not about being the loudest one in the room, but speak to the person on the other end in a way that's relatable and shows off your personality.

2. Be transparent and honest

So you have a good conversation going, there's good banter, and you’re ready for a first date.

• Don’t be nervous, just be authentically yourself.
• Be clear about what your intentions and goals are.
• Let them know what you’re in for, and hopefully, they’d like to come along for a ride.
• Make sure your values are communicated and they align with action.

Same goes for brands––live and breathe your values. Brands nowadays have a lot of “keywords” which they associate themselves with, like ethical, sustainable, women-led.

Other than talking the talk, are you really walking the walk? And throughout it all, have you been consistently showing up and communicating that?

3. Don't be a prick

Just like how a good partner is a good listener, a good brand listens to what their audience actually needs.

• Listen to the person on the other end.
• Don't just talk about yourself and how awesome you are (which I’m sure you are!)
• Really listen to their life story about what made them who they are today, what they love, what they hate, what their biggest challenges are, ect.

This is why putting yourself out there and talking to people is actually a really important step at the beginning of building a brand and all the way throughout. This will help keep you in check and ensure you’re creating something your audience actually wants.

4. Focus on the next best step

You've gained their interest, shown potential, and you've been very patient in listening to their needs, now you want to focus on the next best step, right?

Say today you went on a coffee date. Next time maybe it's a dinner date, and then maybe you bring your friends along to you know, casually suss this person out.

Branding is the same. It's really about building a relationship with your audience so that each time, with each interaction, they put a little bit more trust in you.

So just focus on selling the next best step. If they clicked on your Instagram page –– great! Hopefully you get a follow. Think about what you want them to do next? What is the call-to-action? Keep building on these small steps until you reach that sale, or you take that donation.

5. Keep them committed

It’s so much easier to continue nurturing relationships rather than constantly trying to find new ones.

Relationships are so important to keep people engaged, so think about:

• What's going to keep them coming back for more?
• How do you show that life with you is freakin’ awesome!

6. What’s in it for them?

How do you keep the conversation going even after you’ve closed that sale or taken that donation?

• Stay in their peripheral vision.
• Don’t ghost them after you’ve got what you needed from them.
• Keep nurturing your relationship with them and hopefully they’ll go out and tell their friends and family about you!

You want to make every interaction with you something they look forward to. Always think, what’s in it for them?

• Is it posting content that you know will be inspiring, or educational?
• Is it reaching out to them for a review, and a small gift in exchange?

7. Grow with them

This is the most important step to brand building. You’re not putting in all this effort for a fling. Keep supporting them on their good days and bad.

Our needs evolve as we progress through life stages. Think about how you can continue supporting them as they evolve and grow into different roles as well.

I’m sure you’ve noticed by now, brand building really is relationship building. When we focus on the bigger picture, it suddenly makes a lot more sense to see branding as a holistic experience, right?

To sum it up

1. Sound interesting! Imagine your brand on a dating app. What do you want out of your relationship with them?
2. Live up to expectations (don’t sell one thing and be another)
3. Listen to your partner/audience (don’t just go me me me!) really listen to what their needs are
4. Focus on selling the next best step (you’re not gonna ask them to marry you right away! Don’t go for the sale right away)
5. You want a long term commitment (not just a one night stand) what will keep them coming for more? Build trust. Communicate. Show up. Don’t ghost them.
6. You want them to tell all their friends and family about you
7. Be able to grow with your audience as they progress through life stages

Links mentioned:

‍