Retail Observer

RETAILOBSERVER.COM JUNE 2019 46 I 'm at a Super Bowl party, hanging with friends and neighbors, when a commercial for light beer comes on. The actors repeat a quirky saying over and over. A friend says, "I don't get it – I don't understand why they're spending millions on a ridiculous saying!" I say, "That's advertising. They're playing to the subconscious of the common-denominator viewer, hoping we'll memorize their brand name." Companies spend millions on ad spots to make sure people will be aware of their products and services. The conventional wisdom is that if more people know about you, you'll be more successful. But here's the rub. More people don't actually equate with more customers. A wider reach won't automatically make your products or services better or more popular – just better-known. The point is that instead of recognition, brands would do well to seek resonance. Resonance, like beauty, is in the eye of the beholder. Fans of Harley- Davidson will find beauty in objects that probably won't resonate as well with Subaru, Nike, and Patagonia buyers. What resonates with you is likely to differ from what resonates with your neighbor. Resonance happens when you find your core customers – when like attracts like. A brand's most valued customers are the ones who'll naturally respond to what it can do for them. When you focus on resonating with your core audience, you'll be serving the right people, in the right manner – you'll be staying true to your brand while you're creating value for your fans. Resonance is a measurable connection between your brand and the life of the individual buyer, the broader culture, and the organization. You can build resonance three ways: 1. Personal Resonance happens when the brand aligns well with the customer's hopes and dreams. For example, a Harley-Davidson rider might find resonance through the sense of freedom that H-D's products offer. 2. Cultural Resonance happens when a brand's beliefs and meanings mirror, reinforce, echo, and reshape the consumer's social space. These brands may represent a core cultural value – for example, the Boston Red Sox brand which creates a powerful historical resonance with its fans. Or Patagonia, which invites a sense of adventure for its loyal customers by mirroring their culture of "silent sports." 3. Organizational Resonance happens when a brand matches the systems, structures, and behaviors of an organization. This kind of resonance creates shared understandings and a sense of belonging among the employees. It might be a resonance that's related to the impact of the business model. When you use Lyft or Uber, you're connecting with an ecosystem of shared ridership, and you have a direct resonance with the drivers and the ride- share system. To gain resonance of any kind, your brand needs to be very clear about what it stands for, who you are, and who you aren't. You must address what your customers want and need, in a way that they'll understand and emotionally respond to. Creating resonance begins by aligning your beliefs with your customers' beliefs. And it grows as you continue to meet their needs in ways that are true to who you are. Brand stories, whether they show up during the Super Bowl or anywhere else, begin to resonate when the brand is focused on finding its natural tribe and creating meaning there. Brands should persistently pursue a trifecta of self-awareness, customer awareness, and market awareness. It pays to remind ourselves that we don't always buy brands because of what they make or do, but because of what they represent for us. For the past 25 years, Steve has served as an advisor and consultant on brand strategy, organizational life, and humanized marketing strategy. He has worked with companies such as Samsung, Habitat for Humanity, New Balance, Sony, LG, Amazon, and NFL and MLB franchises and is a regular speaker for TEDx, Creative Mornings, CES, HOW Conference, Social Venture Network, American Marketing Association, and AIGA conferences. Steve has published two books, Brand Love and Loyalty and Humanizing the Customer Journey, as well as a forthcoming book, The Evolved Brand: How to Impact the World Through the Power of Your Brand. He has been featured in Business Week, Brand Week, Ad Age, Conscious Company Magazine, MarketingProfs, and HOW magazines. Steve leads his own brand and business strategic consultancy, Mth Degree. Contact: steven@theMthDegree.com, 619-234-1211 or www.theMthDegree.com RO Steven Morris On Brand CREATING BRAND RESONANCE

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