How Compatible Is Your Brand?

By | 2016-11-04T16:57:43+00:00 April 7, 2014|Insights, Right Hemisphere, Viewpoints|

Tales From the Right Hemisphere, the blog that plugs into the right brain and connects the emotional and intuitive actions that result in decisions.

As marketers, nothing pleases us more than repeat purchases. We want our brand to be the product of choice for our customer.

How do brands and customers know that they are right for each other—that they can have a long-term, meaningful relationship? Let’s have a look at how dating sites work.

It’s all about compatibility.

Dating sites are all about compatibility. In fact Christian Mingle offers to find you God’s perfect match. (So why would you use any other dating service?)

The basis of how dating sites work is a series of questions plus a ranking of how important the answers are to you. One site talks about 29 dimensions broken into core traits and vital attributes.

What do they ask?

Demographics including age, sex, income, education, etc. Then it gets interesting as the questionnaire goes into a wide variety of questions including self descriptions, how you believe friends would describe you, relationships with your parents, personal interests, living skills and more.

Math and love.

Mathematics then step to the forefront finding your match. The questions feed into an algorithm—where your answers and rankings are matched to someone with answers that are compatible with yours. It’s important that we understand that the answers are compatible—not identical. Two people who love to be the center of attention—while giving an identical answer—may not enjoy the competition for attention.

If we accept the fact that most brand decisions are emotional or at the very least have a strong emotional component—Should we spend time understanding compatibility?

We create brand personalities—but when we create them—Do we think about what our customer match might be? Do people who are bubbly and effervescent buy bubbly and effervescent brands? Do shy people look to brands to help them come out of their shell or to reinforce that shell?

In the healthcare arena is a brand automatically compatible with someone who has the condition the brand treats (or the physician who treats it)? If so, how do we differentiate? Sometimes we see differentiation on minor brand attributes. However, if that attribute is important to our customer—the brand is more compatible and more likely to be purchased or prescribed.

Can dating sites help us understand which customers are most likely to fall in love with our brand?

As an agency, are we the matchmakers between our client’s brand and the customer?

Let me know, I’m here.

About the Author:

Malcolm MacKenzie
SVP, Strategic Planning and Customer Insights

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