Your brand exists in a great big world with all kinds of people intersecting with it. That actually gives you lots of room to elevate it among the various audiences that will be interested.
Like we say a lot around here, people value what they discover more than what you tell them. So while you can tell people what you want them to understand about you, that doesn’t really work.
Do you think someone is more honest because they tell you they are? Do you think they’re funny because they say “I’m funny?” Chances are, you’ll take a big step back from the very thing they ask you to believe.
What’s a poor brand to do?
Your best bet is to give them the tools that let them discover those things for themselves.
To do that, try using the 5 S’s:
Such as, Stories, Similes, Sayings and Stats
You want to give real world examples of your idea. Nothing grounds an idea like it shown in context in the real world.
Our brains are hard-wired for stories. To change a mind, you sometimes have to go through the heart, and stories tap into our whole selves, not just our brains.
Comparisons help. Showing the similarity or likeness between something helps us understand it better. Want to show the folly of an economic policy? You could say: “That economic policy makes no sense.” But why do that when you could say: “That’s like selling your doors to pay to fix your roof.” Which grabs your attention more?
Tapping into collective wisdom can give your point weight and depth. You can also borrow the credibility of someone else by quoting them. Sayings and quotes are a great way to bring your point alive.
Facts don’t change minds but data and stats can really help make your point feel more grounded and scientific, particularly when paired with some of the other of the 5 S’s. They’re not the be all and end all but part of a balanced approach to PR.
It’s not rocket science. But it does help to lift your brand up off of the page or the TV screen by giving it more life. Chances are you do it anyway. The trick is to do it mindfully.