Thursday, May 7, 2015

Mind Blowing Brands





You know you have a vital, relevant, compelling brand when customers think or say the following things about your brand. (These statements are taken from real customer feedback on brands with strong emotional connection.)
  • It affects people at a visceral level.
  • It “gets in your blood.”
  • It evokes strong emotions.
  • It speaks from the heart.
  • It speaks to the heart.
  • It opens up people’s sense of what is possible.
  • It creates a sense of possibility.
  • It opens people up a whole new world.
  • It is inspiring.
  • It is empowering.
  • It is invigorating.
  • It helps people see that they can make a difference.
  • It makes people believe that they can change the world.
  • It helps people articulate what they have been trying to say.
  • It is the first time that people feel as if they really have been heard.
  • It is unique.
  • It is fresh.
  • It is original.
  • It is one-of-a-kind.
  • It breaks all of the rules.
  • It breaks down all the boundaries.
  • It is “a breath of fresh air.”
  • It defines the category.
  • It is quintessential.
  • It sets the standard.
  • It stands apart from all the rest.
  • It can’t be categorized.
  • It is in a class all its own.
  • No one else is doing anything like that.
  • It has new ideas.
  • It is very influential.
  • It is seminal.
  • Everything else is derivative.
  • It reinvents the category.
  • It is genuine.
  • It is sincere.
  • It is real.
  • It is pure.
  • It is trustworthy.
  • It is approachable.
  • It is endearing.
  • It stands for something.
  • It believes in something.
  • It is passionate.
  • It has a distinctive attitude.
  • People in that organization love what they do.
  • It is powerful.
  • It possesses great energy.
  • It is entertaining.
  • It is elegant, beautiful, and/or haunting.
  • It is admirable.
  • It is visionary.
  • It possesses a timeless quality.
  • It possesses a universal quality.
  • It has successfully stood the test of time.
  • It is still relevant years later.
  • It is as it is meant to be.
  • It is “bigger than life.”
  • It has a presence that you can’t ignore.
  • It demands to be heard.
  • It is legendary.
  • It is enshrouded in mystery.
  • There is a certain mystique about it.
  • It is profound.
  • It is captivating.
  • It is otherworldly.
  • It is mesmerizing.
  • It is indescribable.
  • The only way that people can fully understand the brand is by experiencing it for themselves.
  • It is unstoppable.
  • It is extraordinary.
  • It is flawless.
  • It is genius.
  • It is a “crowning jewel.”
  • It is riveting.
  • It is “mind blowing.”
  • It doesn’t get any better than that.
Are people saying similar things about your brand? If not, what not? 

Excerpt from Brand Aid, second edition, available here.


© 2015 Brad VanAuken

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