We’ve all heard sayings like, “You attract what you put out into the world”, and its variations such as, “You notice more of whatever is top of mind”. However, there’s another I’d like to explore today: “Your interpretation is shaped by what occupies your mind.”
This idea can be illustrated by a couple so deeply absorbed in furnishing their new home—selecting practical necessities and decorative touches—that their perception of the outside world becomes filtered through this preoccupation.
For instance, when paying respects at a funeral, a stack of well-crafted small boxes with golden handles are interpreted as draw units instead of the morbid reality of infant coffins, or scrolling past the fluffiest carpet and wondering where to buy it, only to realise it’s actually a snow coated staircase!
PSYCHOLOGICAL PROJECTION
They are essentially projecting an internal perspective on an external reality.
Psychological projection: "Where someone unconsciously attributes their own thoughts, feelings, or behaviours on to another person or group."
Projection is a cognitive shortcut that allows individuals to interpret the world based on their own biases and mental frameworks. While this can make the world feel more familiar, it often leads to misunderstandings or missed opportunities—both personally and professionally.
We observe a similar pattern when it comes to gift-giving. People often say, “Love for others what you love for yourself.” However, just because you appreciate something doesn’t mean others will. It seems obvious, yet how often do we witness thoughtless gift-givers turning up to a dinner invitation with a box of chocolates, fully aware that the host has a dairy allergy? They default to a popular choice rather than selecting something suitable for the individual.
Such gestures can come across as mere adherence to social convention rather than a genuine expression of care. Choosing a meaningful gift involves more than following assumptions; it requires careful consideration of the recipient’s preferences (including dislikes), interests, and tastes.
Why mention this? Because the same principle applies to branding.
STOP PROJECTING!
We often assume we understand our customers, yet we frequently project our own thoughts, opinions, worldviews, and perspectives onto them—without truly getting to know them or seeking their input.
The distinction lies in whether your company is perceived as one that, like the thoughtless gift-giver, simply ticks boxes, or as one that takes the time to genuinely understand its customers and tailor the brand experience to their needs.
But how can this be done for every single customer? After all, they’re all different, aren’t they? While it’s true that individual customers have unique preferences, there is always an overarching customer type—an average persona—that can be identified and addressed effectively.
Common Branding Pitfalls: Focusing On The Wrong USP
One common pitfall for company owners is focusing on how much determination, dedication, and obsession they’ve put into their venture as their unique selling proposition (USP). Statements like, “We’ve been so dedicated to this,” or, “Obsession and drive were cornerstones of success for Steve Jobs at Apple or Jeff Bezos at Amazon,” demonstrate that the founder has lost sight of what matters to the customer.
Here’s the reality: customers don’t care how determined or dedicated you are. What they care about is the value your product or service provides for them and how it sets you apart from competitors. Why should they choose you over someone else? A strong USP focuses on benefits and differentiation, not the effort or obsession behind the scenes.
This misstep highlights the importance of shifting focus from the company’s internal narrative to the customer’s needs and desires.
A Step-By-Step Guide To Understanding Your Customer
To truly connect with your audience, here are some actionable steps you can take:
- Conduct customer interviews: Speak directly to your customers to understand their preferences, challenges, and aspirations.
- Utilise data analytics: Leverage tools to identify trends in customer behaviour and demographics.
- Create detailed personas: Build profiles that encapsulate the traits, habits, and motivations of your typical customer.
- Test and iterate: Develop campaigns and test them with small focus groups, refining based on the feedback you receive.
These steps ensure your branding decisions are based on real insights rather than assumptions.
KNOWING YOUR CUSTOMER
Consider this example from The Economist. The magazine appeals to the ego and intellect of its readers, speaking to them directly. Their advertisements often pose a challenge, inviting readers to solve it and join an exclusive, intellectually elite group.
Another example comes from Audible, which targets fantasy enthusiasts with remarkable precision. Their advertisement is so meticulously crafted and visually stunning that it could easily be mistaken for a trailer for a blockbuster film.
Why These Examples Work
Both of these campaigns succeed because they tap into specific psychological drivers:
- The Economist: Appeals to the in-group bias, where people want to belong to an exclusive and intelligent cohort.
- Audible: Leverages the emotional connection fans have with the fantasy genre, creating an ad that feels deeply personal.
These campaigns demonstrate how well-crafted insights transform into messages that resonate powerfully with their audience.
Figure out who they are not
Remember I mentioned that the savvy gift-giver is one who truly understands the recipient’s preferences—not just their likes, but also their dislikes. This level of understanding can be crucial in defining your audience. Often, one of the best ways to understand who your customers are is to figure out who they are not and what they are against.
A clear example comes from Apple, which has a legion of superfans. Apple enthusiasts are staunchly against PCs, and in the mobile phone market, it’s often Android vs Apple.
Similarly, The Economist has defined itself not just by who they are for (the intelligent, well-read intellectuals) but also by positioning itself against their diametric opposition. The ‘villain’ in this scenario can be assumed to be the gossip magazine reader, through their subtle, (or not-so-subtle) suggestions.
Understanding who your audience is not, and what they stand against, can provide valuable insights into who they are.
By aligning your brand with a clear opposition or competitor, you help solidify its identity in the minds of your customers, further enhancing emotional connections and loyalty.
PRECISION TARGETING
This level of precision targeting may seem clever—or even ‘magical’ (as in The Economist ad)—but it stems entirely from insights uncovered during the customer analysis phase of brand strategy. These invaluable insights are then creatively interpreted and translated into campaigns that make customers feel as though they’ve been let in on an inside joke.
It’s worth noting that such targeting isn’t just about creativity—it’s about precision. Many companies use AI and machine learning to process vast amounts of data and identify trends that might be invisible to human analysts. The future of branding lies in the synergy between human creativity and data-driven insights.
The Impact This Has
When customers feel seen, heard, and understood, they naturally pay more attention. It fosters a relationship between the company and its customers, much like any other meaningful relationship. Shared views, thoughts, and emotions create a sense of connection and build trust. This is the essence of branding.
Branding Beyond The Transaction
Personalised branding doesn’t just attract customers—it retains them. When a brand consistently resonates with its audience, it creates loyal advocates who champion the brand to others, multiplying its impact.
CONCLUSION
Is your company stuck in its own perspective, making assumptions about your customers? Or do you truly understand them? Take the time to engage in thorough research to uncover what attracts them, what suits their needs, and what resonates with them.
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One of our popular Micro Clarity services does exactly this: it helps you gain a deep understanding of your customers. From this foundation, you can generate a wealth of ideas—from shaping service offerings to choosing the right language for communication and presenting yourself in ways that capture their attention.
Ready to dig deeper? Reach out to us today to book a consultation to explore how Micro Clarity can transform your brand. Let us help you create a brand that truly connects.