7 ways to get your brand invited in

We live in an age where, more than ever, individuals control when and how they consume the marketing messages we create. With this control comes the ability to filter out, either consciously or subconsciously. And so now brands that try to trick people into seeing their marketing messages are doomed. It’s no longer acceptable to disrupt without having a relevant and meaningful message.

The reason for much of this is down to relationship. The most successful brands recognise this. They listen to people rather than simply trying to talk. They react to what they learn and they collaborate rather than simply trying to coerce people to do what they want. Getting this relationship equation right isn’t easy, but we can formulate methodologies to make it more achievable.

So here’s our seven principles for getting the relationship equation right and having people invite your brand into their lives:

1. Utility over Disruption. Being disruptive for the sake of being disruptive is distasteful. You need to ensure that your brand’s purpose or utility is central to its message and communication.

2. Provocative Engagement. It’s OK to be provocative. Interest and engagement is greater when communication has spirit, so don’t fall into the trap of swapping disruptive for bland.

3. Be Positive. We know that positive brand associations are better than negative ones. Our brains are wired to work towards positive situations and outcomes – after all, positive associations increase favourability and preference. So demonstrate how your product or service provides a life-enhancing, positive contribution for people.

4. Human Understanding. If we’re serious about being taken positively we need to understand what people’s lives are about. We need to understand them as individuals, the people behind the marketing demographic. We live in an age of data where we have more facts and evidence at our fingertips than ever before, so we need to use that to fuel genuine insight and understanding.

5. Cultural Context. As well as understanding people as individuals, we need to understand the cultural context in which our products and their lives exist. We can only be relevant to the person if our product is viable within the broader context of their lives.

6. Irrationality Rules. Understand that people don’t make decisions in a deliberate manner. This is probably the most important thing that behavioural economics has taught us. Go with the inspiring and irrational forces that shape inattentive habitual decisions.

7. Integrate Everything. Apply this thinking across everything you do and you’ll increase the brands likelihood to be ‘invited in’. It’s what Byron Sharp (author of How Brands Grow) would call mental availability and the more of it you have the more likely you are that people will buy your product.

We think it’s always better to be invited, rather than try to gatecrash the party. We can help you get your brand invited into people’s lives.

For a fresh perspective on understanding your customers and getting your brand into their lives contact peter.batchelor@lawcreative.co.uk