Posts Tagged branding

Brand building

brandingWhen you’re talking about how to attract men, making a marketing association is at the same time completely wanky and totally apt. After all, pulling is primarily a marketing exercise… and an association that plenty of relationship writers and single men and women have hastened to make.

I give you this example (those of you know me have heard it before). Once, I sat with a group of single women at a table in a pub.

  • Woman 1: I heard that the key to attracting a man is really nailing your ‘USP.’ (For those of you not in marketing, this is a unique selling proposition.)
  • Woman 2: Okay, let’s try. What are all of ours?
  • Woman 1: I think I’m funny.
  • Woman 2: I’m successful.
  • Woman 3: I’m really caring.
  • Me: I have a giant rack.
  • Man at neighbouring table: Unsolicited high five.

What’s the point of that story? I suppose I’m trying to entertain you, but in marketing terms, it’s ‘proof of concept’ that this blog is ‘evidence-based.’

So if I have convinced you in any way that I know how to market to men, perhaps you’ll allow me to give you some counsel on developing your personal brand.

And that advice is: don’t.

As soon as you start looking at yourself as a brand, it means your focus is external. It’s that old, ‘being looked at, instead of doing the looking’ thing we’ve discussed. A lot.

If you’re trying to sucker people into buying you, you’ll likely succeed, but you may lose focus on the act of shopping. I’ve discussed this before, too, in my post on bras. If we seek too much to be titillating, are we losing sight at who and what is doing it for us?

The point about good brands is that they are sustainable. Their vision, actions and missions have parity. People come to them instead of the inverse. And most of all, they themselves are discriminating. They are focused on the company they keep and the affiliations they make. It’s that kind of marketing that engenders ‘brand loyalty.’

Pursue that loyalty instead of grabby buyers. Those just come and go.


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