When my boys were young, like most children they developed the practice of wanting to share their new experiences. Be it drawing, riding a bike, climbing trees or skateboarding…. They wanted their Dad and I to share in their newfound experience.
In a way they were saying, “I’m here, I exist, I want to be seen and heard… I want to experience being experienced by you.” And as human beings, we never really lose that. Because we actually grow from the experience of being experienced.
We might be more sophisticated about how we do it or say it, but ultimately we want to let the world know that we are here and that we matter.
If we are promoting a product or service and are asking for people’s money or precious time — we must first see and value who they are. We need to know them as well as we know our self, as well as we know our family and friends.
We must master the art of identifying our clients/audience needs and then express and address those needs with absolute clarity.
Abraham Maslow the American psychologist share this many years ago. He was best known for creating Maslow’s Hierarchy Of Needs, a theory of psychological health, which suggested that the fulfilling of innate human needs in priority… resulted in self-actualization.
What follows is an adapted version from a branding point of view. Our brand needs to meet the needs of our audience; our tribe. It’s that simple! We need to identify three components of that understanding:
Desires – Recognition – Beliefs.
Theses elements – Desire, Recognition, and Beliefs are the three parts of your audience’s mind, which are the raw materials you work with to truly serve your audience and add value to their life.
When we are young children what we want makes up a large part of who we are. And of course, that doesn’t stop being true when we become an adult.
Desires have tremendous driving power and are always present. You cannot create them, diminish them or battle them. But we can expand them, sharpen them, channel them and give them a focus. To see your audience clearly, to hear the first signs of “Pick me, See me… I’m over here.” We need to recognize what they need in order to feel valued.
What does your product or service provide your audience, which they actually want?
But it doesn’t stop there.
And recognition can be even more powerful than raw desire. Each of us as human beings has a deep need to know where we belong. And when we don’t, we become uncomfortable and will do anything to correct that feeling.
What about tribes?
What role do we play… and what role do we want to play? How do others see us, and how do we see ourselves? Your brand is everything you communicate about your product or service, which means what you do counts more than what you say — because this is where the real point of connection is created.
Who does your product or service allow your audience to be?
I really love this question… I think it’s brilliant! This is where your audience decides, “Is this product or service something I would choose to identify with … or not?”
If you want to see your audience or potential audience —respond with, Yes.. I See You Clearly! — connecting your beliefs/values is the best way to do that. Recognition was the primary driver of marketing in the 20th century, but it is belief/values that are the biggest driver today.
Currently, everything you do is transparent (because of the web) remember that you are communicating your beliefs through everything you do. The Real Deal motto around branding is… we are what we share and we share if we care.
What are the beliefs/values that formed your product or service?
Are you speaking to an audience that shares those beliefs/values?
If you want to influence… you must connect first. Yes… our audience is now serious grown-ups… But that small child inside them still has deep desires and a need for recognition. Good business is built on good relationships and good relationships form a sound community and there you have it – A TRIBE!
- Demonstrating what you believe in will make that unbreakable connection.
- Show them the role they can play and the tribe they can belong to.
- Let them know that you can give them what they want.
Show your audience that you see them — you recognize, respect and reference them… and let them know that they are in the right place.
Tel 040 330 9696