Brands & Magnets – Closer Than You Think

A Better Way to Think About Brand Series – Part Two

Don’t worry – this isn’t a science class. But, the scientific principle of magnetic attraction can help us visualize the power that brand can have in the marketplace.

Magnets have two poles, north and south. Depending on what they are placed next to, magnets can either strongly attract or repel other objects, including other magnets.

Brand has a similar effect. Brand voice, messaging, reputation – all of these factors have the capacity to attract or repel different target audiences. And just like magnets, the attractive forces inherent to brands can be intentionally leveraged.

With the right strategy, “magnetizing” your brand can draw the best – the most suitable – potential customers or clients to your company.

Magnet

Being brand-magnetic and drawing people in

Every brand wants to attract its target audience members. However, there’s a power beyond active attraction: automatic attraction.

When your brand’s “magnetic force” is clearly defined and strong enough, the people you want to work with or sell to will automatically be drawn to your brand. As if propelled by the inexorable physical force of magnetism, people can be pulled to brands that fit what they need and emotionally resonate with them.

If you apply a magnetic mindset to your brand-building efforts, you’ll be able to spend less time trying to attract new customers to your company. Those customers will come to your brand all by themselves. As time goes on, you can even use this as a means of measuring the success of your brand; the more “good fit” clients come to your company, the better your brand’s magnetism is working.

Attraction

Applying the magnetic mindset to your brand

Of course, this process doesn’t happen without any input on your part, at least at first. Particularly in the earliest stages of building your brand, you need to take a purposeful role in applying this magnetic philosophy. It’s helpful to ask questions like:

  • Is your brand currently attractive to your target audience? If not, what can you do to change that?
  • Are the elements that make your company a good fit for certain customers clear (such as products/services, customer connections, price, etc.)? Can a target client interact with your brand and immediately understand the deep value it brings to them, or is that value obfuscated or hidden in some way?
  • Does your brand magnetically stick out in the minds of consumers? Are your marketing messages bold, interesting, and unique enough to stand out in the sea of competitors?
  • Is your brand marketing confident enough to let magnetic attraction work its magic and bring people to your organization?

There are many ways you can solve these challenges. But, the best way is to clearly define what your brand is and what it isn’t.

Customer Appeal

Prioritizing brand clarity and the strength of attraction

No brand can be the right choice for every potential customer in an industry or niche, nor should any brand want to be. The most effective companies know exactly what they are and what they offer to their target consumers. They don’t try to be something they aren’t.

Remember how magnets have a tendency to repel certain objects with just as much force as they attract others? Similarly, your brand’s style, voice, offerings, and other key elements should be obvious enough that it turns away customers who aren’t looking for what your brand brings to the table.

When your brand identity is strong enough, it will inherently draw some people to it. But it will also turn some folks away. This is a good thing, even though it can feel tempting to try to appeal to as many people as possible. The most effective way to make your brand more magnetic is to define it more and more clearly.

Clarity and Strength

Cultivating natural customer appeal

The idea of repelling certain potential customers can be tricky to leverage properly. After all, you don’t want to aggressively turn people away or insult the general public, let alone your target audience members.

The good news is that you don’t have to do anything extra for brand magnetic repulsion to happen.

By doubling down on a clear brand identity, you won’t have to take any additional steps to repel audience members who may not get much value from your organization. The entire process will happen as a natural side effect of magnetically attracting your target customers. At the same time, your enhanced brand definition will make it naturally appealing to the people you want to bring to your company in the first place.

Magnets and their invisible forces of attraction aren’t the only surprisingly useful metaphors for branding. We’ll lean in a more artistic direction for our next way to think about brand.

Negative attraction

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