THE POWER OF DESIRE

Fans exploding with desire

You are never alone. From the moment you enter this world desire is with you. It’s the motivation behind your every action. As you grow and develop, so does desire. It becomes more complex and multifaceted but no less influential in your life. Our relationship with desire is intimate and deeply personal, however it can also be of great commercial value to those who appreciate its power.

Perception

A desirable brand is like a desirable person, its about perception and confidence. A brand is a representation of an underlying promise a company/person is making to the world. The key is to be perceived in a way that is desirable to your target market and not necessarily your own preferences. Its about being flexible enough to appeal to others not just yourself.

Awareness Vs Desire

Its better to have 100 people desire what you do, than 1000 people be aware of it.

The brands that will dominate this century will be the ones that shift from an awareness building mentality to a desire focused philosophy. Once people understand that you are there for them and you’re willing to help them obtain what they want from life, they will desire you.

How to start creating desire for your brand

• Question: What are my customers trying to achieve in life and how can my brand help them do this?’

• Summarise: Once you have an idea of what your potential customers want summarise their desire and how your brand helps them into a single sentence. 

• Brainstorm: Place the desire sentence in the centre of the diagram. What images, messages and ideas come to mind when you think about what they are after? 

• Evaluate: Look at your current marketing activity in comparison to your brainstorm ideas, how well does your brand reflect what your customers are looking for?

• Implement: Update your marketing activity based on your new insights and ideas.

Next week: we’ll be taking a look into the future. What does it hold for your business and how can you ‘Make your brand futureproof? 


7ology is a London based branding and advertising agency born out of the desire to create desire. Join the ADversation with us on twitter. Visit us at 7ology.co.uk