Resonance
by Brandy Cerne · updated 7mo ago
Resonance
- When people resonate with what you create, it means you’ve correctly diagnosed and articulated a collective idea. Successful writing is the arbitrage of capturing people’s ideas and communicating it to them before they are aware of it themselves.
Brandy Cerne added 1y ago
- The feel of things vs the think of things.
My mentor John Borthwick recently turned me to the phrase: “The truth of a thing is the feel of it, not the think of it.”
I’m thinking about how the only way to get better at making things is to make things, and to let the thinking happen inside the work – where you can judge a thing based on how it feels –... See morefrom Things I'm thinking about
Brandy Cerne added 1y ago
- 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 morefrom A unique brand resonance model guide for 2020 by Casey Schmidt
Brandy Cerne added 1y ago
- 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
from Finding Language/Market Fit: How to Make Customers Feel Like You’ve Read Their Minds
Brandy Cerne added 7mo ago
- 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
from A unique brand resonance model guide for 2020 by Casey Schmidt
Brandy Cerne added 1y ago
- 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 morefrom A unique brand resonance model guide for 2020 by Casey Schmidt
Brandy Cerne added 1y ago
- For example, brand loyalty is a common result of reaching brand resonance. In order to maintain customer loyalty, do the following:
- Focus on customer support
- Enhance your customer service
- Offer rewards programs
- Adapt to consumer trends
from A unique brand resonance model guide for 2020 by Casey Schmidt
Brandy Cerne added 1y ago
- 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
... See morefrom Finding Language/Market Fit: How to Make Customers Feel Like You’ve Read Their Minds
Brandy Cerne added 7mo ago
- A charismatic brand includes a dedication to aesthetics. Why? Because it’s the language of feeling, and in a society that’s information-rich and time-poor, people value feeling more than information.
from The Brand Gap: How to Bridge the Distance Between Business Strategy and Design by Marty Neumier
Brandy Cerne added 1y ago