One of the questions that is often asked about a brand - is it relevant to the customers? It's an important and valid question. And I like to think there's a deeper and even more important question - does your brand resonate with your customers?
Why? Relevance is an objective, intellectual, observable measure of a brand's position with a customer. It's rational and logical. And important to know.
Resonance is the emotional, vibrational, sensational connection to the customer. Harder to measure, admittedly, and even more important for the success of your brand.
Resonance is like music, when you're on their wavelength, customers they will feel the rhythm and tones in your brand. If your brand resonates, then you have a greater chance of truly connecting with your customers - and thereby building a relationship between them and your brand.
So how can you know if you have brand resonance, or build brand resonance? It's the emotional connection. Do your clients believe your brand connects with who they are? with their values? with what's important to them? Start by exploring these questions. You may find some interesting answers that can clarify for you just how your brand resonates?
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