Brand tribe
One alternative way of thinking about your buyers is seeing them as a (potential) tribe, as suggested by Seth Godin.
In the classic approaches, marketeers define a “target audience”, represented by static personas. Then, typically through advertising, brands try to win their interest and stimulate purchase. This mindset is not that far from the archaic ‘magic bullet theory’.
More than half a century later, we probably can do better than that, can’t we?
More than half a century later, we probably can do better than that, can’t we?
EXERCIS
Theme
Brand tribe
Switching your mindset from personas to tribes can take you to a whole new realm of connection. Whether you own a B2B or a B2C brand, there’s a possibility to discover a basis for a deeper relationship with people who might become your fans, not just customers. Building a tribe is about kinship. Something that needs to be cultivated, but is also the most rewarding when achieved in business.
05.1
Challenge
Find your crowd and connect with them
Brands are built like humans. It all starts from the core: values, purpose, personality... Behaviour and all external expressions stem from the core. The goal is to keep who you are in alignment with how others see you. This is achieved through ongoing research: the brand tracking.
05.2
Exercises
Take a look at your brand values and philosophy. What do you believe in? What basis for connection could you offer to people who think similarly? Imagine leading that group towards a higher goal. What would that be?
05.3
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