Make no mistake?
"Mistakes are the portals of discovery."
The beginning of a relationship is quite often like taking a trip to Emerald City to visit the Wizard of Oz.
At first, you only get to know the other person based on what they want you to know. At the same time, all the things they don’t want you to know about them are hiding behind a curtain only to be revealed under extenuating circumstances.
This can often result in an avalanche of confusion, doubt and disappointment crashing down. And, what once promised to be a mutually beneficial relationship becomes one sided, or even worse, crumbles under the weight of reality.
On the other side of the coin, if both parties have reached a certain level of maturity, peeling back the layers that reveal the complexities of their friend or companion can be an exhilarating learning experience. It takes a lot of work, though, as well as an in-going mindset that there is no such thing as perfect.
Which brings us to a quintessential marketing point.
Believe it or not, no one expects you to be perfect. By and large, humans realize that other humans are responsible for what goes on behind the scenes of any business. So, they expect you to be human.
These days, consumers are more fond of brands they feel they can have relationships with. And they don’t want a brand to be everything. They just want it to be real.
Still, many advertisers feel it is necessary to “put on airs ” and project an image of the end-all, be-all, or the universal solution, to everyone’s problems. In doing so, they forget that there is no such thing as something that is all things to all people. Never has been. Never will be.
Today’s consumer is in charge, like it or not. They have all the resources they need to make decisions they feel good about. As marketers, we face the challenge of finding ways to intersect with their lives and show them what we have, what it will do for them and how they can get it. But that’s the easy part.
The hard part is showing them what goes on inside —
who’s really behind the curtain.
Humanize your brand. Make it real. Make it matter. And make it big!
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