Resonance

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.

‘Feelings’ shares the third rung with the ‘judgments’ quadrant, making it a part of the ‘what about you?’ stage of the model.

Feelings, at least in this regard, means the amount of attachment customers have towards a brand.

How to achieve it

There are many ways to fuel customer emotions through your branding, though one method seems to stand out – br... 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.

It’s language/market fit at work — when you find the exact right words to explain your product or service to prospective customers, words that resonate with goals and struggles that are already in their brains. When you talk about your product, a lightbulb in their heads switches on that says, “That is EXACTLY what I’m looking for” — they feel like... 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

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.

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

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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