Be a Brand of Attraction

Posted on February 5th 2013

Be a Brand of Attraction

The Law of Attraction, one of the seven Laws of the Universe, explains that “like” matter is attracted to other “like” matter, whether positively or negatively. Magnets are scientific evidence of this, and although there’s no specific evidence to prove this Law in humans, I can say that I am a firm believer. We’re all coming up with great ideas on how to expand our reach, develop our business, or market our personal or professional brands differently – all in order to attract others who will really care and ultimately buy.

Have you ever heard something from a brand that felt like they were talking directly to you? It’s probably because the message embodied human qualities – personality, body language, humor – and it felt familiar. It’s these qualities that make up a brand’s fingerprint, which is nearly impossible to replicate by any other brand. When building your own “Brand of Attraction” it’s important that you build your unique fingerprint that makes sense to the essence of the brand (tweetable) – its values, beliefs, and own core body language.

heart_figHere are five ways to be a brand of attraction:

1) Get Real: Know who you are as a brand, and exude qualities that fit who you really are at the heart. It sounds so simple, and yet it’s probably the thing I find most companies get wrong. Whether you’re getting it from your customers, or doing the work from within, do the work to discover who your brand is. Pay attention to your fingerprint, it will create shifts along the way.

2) Empower your Team:  One of the greatest empowerments just happened in the Super Bowl. Within minutes after the lights went out in the stadium, Oreo launched a Tweet featuring an image of a sole Oreo cookie under a spotlight with the headline “You can still dunk in the dark”. The Oreo brand team and maybe their agency were clearly on standby, ready to quickly take advantage of an opportunity. Their agility to execute a Tweet like that resonated. Oreo’s Twitter following increased by about 8,000, the post garnered nearly 20,000 likes on Facebook, and Oreo went from having 2,000 Instagram followers pre-game to 36,000!. That’s empowerment at it’s best! (Forbes Article)

3) Cherish your Raving Fans: When your brand hits its lows, the only thing that will sustain you through is the brand loyalists, or “raving fans”, that are always there for you. Don’t forget to thank them, even when you’re having a bad day or a low point. You never know which fan just might help you turn things around.

4) Know your Influencers: Too many people try to sell first and influence later. I don’t recommend this. Your influence network is much more likely to stand by you, get real with you, and help you grow if you bring them in and show them the love upfront.  Imagine having a handful of people who want to shout from the rooftops simply because they care. Note: the best influencers are the ones you don’t need to ask.

5) Keep everyone in your Brand Orbit: Everyone matters in your brand orbit, as they all enter it at different places. Make sure you maintain the attraction at their entry and exit points, to make it more compelling for them to return. Your prospects, customers and evangelists are in control, and if you can relinquish it to them with confidence – by being confident in the strength of your brand’s fingerprint – you will always be on top of your brand’s growth.

Key Takeaway: Great brands thrive because they’re introspective, adopted by others because of shared values, then consistently fulfill its promise, ultimately creating value. Know your unique fingerprint, and your fans won’t be able to resist your “Brand of Attraction.”

Bryan Kramer

Bryan Kramer

CEO, PureMatter

Bryan is a Social Business Strategist and CEO of PureMatter where he’s led his agency to consistent growth over the last 10 years earning a spot as one of Silicon Valley’s fastest growing private companies by the Silicon Valley Business Journal.

Bryan was recently listed globally as the 43rd most talked about marketer by senior marketers in a report study via LeadTail. Bryan was also  listed as #26 by Kred as a Global Top CEO Influencer on Social Media (full list) and as one of The Top 50 Social CEOs on Twitter in the world by the Huffington Post. (full list).

Being a veracious consumer of knowledge, understanding social media and how it works both as a communication channel and shaper of popular culture has his full attention. Bryan has quickly become one of the country’s leading authorities on social strategy, earning a combined reach in his media outlets of over 100k+. In true social style, he loves to talk about it anywhere he can. 


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Posted on March 20th 2013 at 2:37PM

Great article Bryan!  I love how you stress the importance of being human.