We get what we ‘get’
My title is probably a poor word-game so I’ll explain what I mean. As consumers we all are, we are constantly being “bombarded” with product messages and communication, all trying to convince or lure us in into buying that certain product and brand. However, ever so often we encounter a product or a brand that we just don’t get, we don’t understand where it comes from, or where it will lead us as users of it.
Several authors, and bloggers, have been describing brands as lifestyle enablers. As such, brands and their stories must be easily understandable for the market segment they’re intended to. No, not everyone in the world ‘must’ understand you (although that could be a good test for you to do, how many of the people out of your segment also understand you), but they should at least be able to grasp the big idea of it.
By making your story, in every interaction you have with your consumers, easy for them to understand and to explain to others (another quick test for you to see if you’re being good enough at it, make someone explain your brand or product to a friend), you make it “word-of-mouth” friendly; or transmissible enough as for people to do some of your advertising for you. Of course you must be offering something good as well, but that’s a whole other issue!
