Many in academia profess myriad of theories relating to why we strive to conform with others. Theories like ‘Group Locomotion Hypothesis’ where group members are motivated to achieve group goals. ‘Social Influence’ talks about how we’re strongly influenced by others and the ‘Spiral of Silence Theory’ refers to keeping silent if we feel we’re in the minority.
As I reviewed these and other theories, I came up with one of my own called ‘Brand Mirroring Effect’ whereby we seek to impress others (code for make everyone happy) by giving them what they want.
At first glance, the Brand Mirroring Effect makes sense. After all, if you’re trying to win over audiences why wouldn’t you mirror their behavior, mode of dress, language, mannerisms, everything. Communication experts say this establishes common ground quickly putting your audience at ease with you instantly – a huge advantage.
Or is it?
Case In Point
A tenacious and shrewd Direct Seller, Jessica, had aggressive sponsoring goals and used the Brand Mirroring Effect to help her win virtually every sponsoring challenge in her company. While she had great success getting new reps on board, she had one of the lowest retention rates in her group.
No stranger to winning over crowds, Muriel, an up and comer in the speaking circuit had audiences eating out of the palm of her hand with her engaging and heartfelt presentations. Audiences connected with her instantly because she was so authentic. It came as a complete surprise to Muriel when a survey to her past clients revealed that her onstage persona was quite different than her face-to-face persona.
Avoid the Hazard
You see the great hazard in using the Brand Mirroring Effect is that it lacks consistency. All great brands are first and foremost consistent and must be in order to build trust for the long haul.
Here are a few steps to avoid this brand hazard:
1. Be clear on your audience. You are at a great advantage in your market when you clearly identify your ideal client. Create this profile that includes specific facts and intangible characteristics: women, ages 35-50, earning $50K+/year, that are open-minded, appreciate spontaneity, and are philanthropic.
I’m no stranger to fishing (surprised you didn’t I!) and know that all bait is not created equal. You’re much more likely to catch what you’re looking for if you know what pond to fish in and what bait to use. The same is true in marketing your brand. Casting out a big net will bring you some clients and customers but you’ve got to ask yourself if they’re the ones you want?
2. Determine your tone. Consistent brands are labeled as such because they posses a perspective that is uniquely theirs. Rachel Ray is the perky, anti-Martha cook who rejects usual foodie staples and instead opts for an every man (or woman) approach to cooking with totally Rachel recipe names like ‘Chicken Curry in a Hurry.’ Rachel Ray has promoted her personal brand across multiple media and what remains unchanged, despite criticism, is the sheer essence of Rachel; fun loving, spirited, earthy, relatable.
3. Claim your identify. All brands have an identity. Yours must not only be a reflection of your personality but one that your ideal clients and customers can connect to comfortably (hint: clarity in step #1 will help greatly). Muriel was engaging, personable and projected great candor on stage. This brand identity was extended on her website and other collateral using warm colors, and images that conveyed trust and likeability. In face-to-face encounters, she was described as closed off, and rushed – a brand mismatch.
4. Strengthen your Brand Muscle. Personal brands come in all shapes and sizes. What makes your personal brand unique are your life experiences, character, personality, quirks, everything that makes you a one-of-a-kind. You see in personal branding the product you’re marketing is YOU. Beware those that insist you conform to their perception of what your brand should represent – they’re just not the right brand-match for you. You can’t please, or market to, everyone. You can however, get clear on what your brand stands for, march to the beat of your own drum proudly and shake off any brand-bullies that insist on casting a cloud on your sparkle and shine.
Until next time…
Love and thanks,
Liz
Tags: brand, brand marketing, branding maven, liz pabon, liz pabone, marketing to women, mavherick, personal brand, personal branding, small business branding, small business marketing
