Affinity triangle explains all communication that happens on this planet.
Today I will demonstrate how affinity triangle is used to create your branding strategy. The way your clients see you is clearly very important, but even more important is what about your brand makes them want to buy from u. Let's look at a few pieces of this puzzle. 1. Buying is a form of communication. It is an exchange of values. Remember, communication rests on affinity. Depending on your price and other factors you need certain amount of affinity to trigger a buy. So, if they feel that they really like the product its a different level of affinity than if they love the brand. You want them to love your brand; it is much better for sales. Of coarse in some cases, low levels of affinity are enough for a buy, if you sell salt for example, or other not differentiated products, but in that case we are not really talking about branding strategy. So whenever we speak about a special product we mean a brand, they got to love it. So how do you do it, using affinity triangle. So we know in order to trigger a high level of communication, which is a buy, we need a high level of affinity, as well as common reality. Get it. For them to like u, they need to feel a lot in common with you. This means you have to make your brand human, and communicate often very often. Updating your twitter twice a day and your facebook once a day, your blog or youtube once a week. You are going to ask me who's got that kind of time? Sure, but I'm going to tell you that investing time in this is going to save you from having to give deep discounts and spending on conventional advertizing. Also, you need to post quality content once a week, the rest could be as simple as " its rainy here in la, but in our office its always good weather" with a picture of your hard working smiling employees. The trick is that this is human this is something your clients can relate to and understand. This raises their common reality, and affinity; hence they are more ready to communicate with u.
2. You have to know what your clients are in to. Right! Common reality goes both ways. Not only you telling them what you are doing, but also you finding out things about them. This is where social media is important. When you have followers, you can find out what and where they are doing. Then post on your twitter things about those subjects activities, whatever. This can be completely unrelated to your product. And the more the better! You see how this is more and more like friendship? Because it is. Ask Louis Vuitton, if they know their clients, you betcha. That's why during recession they grew 8% instead of taking a dip like all other luxury brands.
3. And this is another piece of information that supports my argument that your brand needs to be human and that you have to communicate things that your customers do, think, and like. Simon Sinek wrote a book "Start with Why", that you can read, but whose got that kind of time? I will tell you what's it about. He presents solid argument that the part of your brain that is responsible for decision-making is the core, which is responsible for emotions and feelings. And secondary to that is the outside layer, which is responsible for logic and language. Have you ever herd this? "I don't know, I just want it." Often you deliver a logical argument for buying something, but that's because we feel like our decision has to make sense. But it is already decided, and it is decided by your level of affinity. Simon argues that this is why you have to tell people why you do something and not how or what. For ex. If you say I make shoes, its really hard for me to relate to you, because I'm not a shoe maker, but if you tell me that you feel all women should wear nice shoes, I'm on board. You get it? Another reason to communicate your values is because those don't change so if you want a lasting relationship, values is the way to go. I'm going to buy from apple because I believe in thinking different, even if there might be a competitor offering me great customer service, low price and sophisticated product. 1:0 for apple.
So to recap, you have to communicate, often, human things, about things your customers, like, do and believe. That's it, you tell them that you are just like them. For this or course you have to know your customers and focus your brand on a specific niche. For that I will make another video. If you want to receive more content like us on facebook. Also, to give yourself a kick in the but to apply this stuff, donate and you will automatically be added to our subscription list to receive updates, reminders, cheat sheets, all great stuff about communication.