Resonance

A brand is always answering two questions. The first one internally facing: What do we believe? The second, externally: How do we behave? You must remain authentic to yourself, your core values, and what you stand for. If you’re not, people will sniff you out. But your brand must maintain cultural congruence — remaining relevant to the times, alway... See more

In order to meet the objectives of the ‘performance’ stage, build brand differentiation by doing the following:

• Creating memorable experiences


• Displaying positive brand values


• Telling important brand stories


• Building brand personas

Creating differentiation helps answer the ‘what are you?’ stage, but remember that performance is only one of the quadrants... See more

To increase your brand awareness, and thus answer the ‘who are you’ salience stage of the resonance model:

• Define your brand in detail


• Maintain steady focus on content


• Get creative with communication

The more you build brand awareness, the better you’ll answer the ‘who are you?’ question, which ultimately is the key to reaching salience.

Avoid vague platitudes or anything that sounds like marketing, such as “all in one,” “faster,” “revolutionary” or “convenient.” These platitudes engender cynicism, and people will not infer what they mean. It forces prospects to either guess at what you do or take your word for it that you're awesome — which they’re unlikely to do, given that your

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Starting with language/market fit brings three other big advantages:

1. Speed - Product build-measure-learn cycles, even just prototyping, can take weeks. But you can iterate language 5X in a single day.

2. Traction - A pre-launch lead-capture site (that markets the product to validate demand) with 25% conversion is a strong signal to potential inves... See more

If your headline completes the sentence “Our product is...” You’re not using their words. If your headline completes the sentence “Now you can ______” or “I wish I could _____” or “Someday I hope to _____” then your language might resonate

Don’t confuse imagery with things like logos and fonts, though these may be a part of it. Instead, consider imagery to be more about customer perception and brand image.

Brand image deals with the types of feelings a customer has about a brand. In order to create a positive brand image, you’ll need to do the following:

• Learn more about your audience


• U

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Judgments refer to how customers feel about a product’s quality and ability to outperform other brand’s products.

How to achieve it

As ‘judgments’ appears on the third rung, it is part of the ‘what about you?’ stage of the resonance model.

In order to influence customers to hold positive judgments about your brand, determine new and unique ways to im... See more