Here is a powerful technique you can put to use immediately to get the attention of your audience and prospects while making your brand more desirable. This branding technique ensures the value of what you are offering is understood.

The way you do it is to compare yourself (your company, product, offering, etc.) to something the audience can relate to. This is especially important when introducing new technologies or offerings that are unlike anything that is currently in existence. The brain seeks familiarity because familiarity feels safe.

It important to realize that you are being compared to someone or something and are being positioned in the mind relative to that someone or something. It is your opportunity and responsibility, as someone who cares how you are perceived, to actively position yourself the way that you desire.

If what you offer is unfamiliar, it’s perceived to be risky, and it will be quickly rejected by the majority—if you have ever presented a new concept to a committee or management team you’ll know what I’m talking about. However if you anchor the brand or idea to something people already understand to be true, then you’ll see heads nodding rather than eyes rolling and blood pressure boiling.

In tomorrow’s post, I will introduce some helpful fill in the blank techniques to help solidify your brand position. In the meantime, think about some comparisons that you can make between your brand and one that your audience already understands (in a positive light) to anchor your brand in a safe identity. Oh, and also check out my past post on 3 Brand Messages in a League of Their Own for some creative inspiration.