When I start working with new clients, I always ask them, "What's your favourite band?" It's not a judgement (although it gives me a little insight), or to break the ice (but it always does). It's actually a way to start a conversation about the importance of emotional connection when it comes to brands.
The image is from the answers of business owners that have been through the Untangle Your Brand process recently and the words they chose to represent their favourite bands and artists.
Everyone has stories to share about their favourite bands. Maybe it involves being forced to listen to them in the car by their parents when they were kids (Queen). Or it could be the fun times they've had with their girlfriends at live music events (Take That). Or there are those musical legends (Prince, Stevie Wonder, George Michael) who simply deserve our respect.
What brings these experiences together is the fact that the music triggers an emotional response and takes people back to a specific time and place. When I ask them to describe the feelings associated with their favourite band, the answers come pouring out without hesitation.
But when I ask them to talk about their own business and brand, the responses are often unclear, lacking passion, and missing the same emotion.
When customers can form a genuine bond with your brand, they become more than just consumers. They become loyal fans, eager to share their positive experiences and become a part of your brand's story. They may even buy everything you ever release and go to every performance they can. [Oh, that’s me and New Order].
To achieve this level of connection, you need to dig deep into the essence of your business. Can you describe your brand in just a few words? Is it exciting for you? Will it excite others?
Who’s wearing your brand t-shirt, even though they’ve never seen you live or bought your music [just like anyone with a Ramones t-shirt].
So, take a moment to think about it: What story does your brand tell? What emotion does it evoke? How can you ensure that your customers connect with your brand in just a few words?
Or just tell me what your favourite band is and why (in less than 4 words).
