When it comes to marketing, most businesses focus on the size of their advertising budget and how much money they can spend on ads. But what if there were a way to attract customers without spending a lot of money on ads and marketing? What if there was a way to allow your customers to find you instead of you having to go out and find them?
The answer lies in the power of branding.
And well, quantum physics. Or what we like to call "Subatomic Branding™."
In quantum physics, vibration refers to the movement of a particle or molecule in its lowest energy state. It is important because it is what causes all other subatomic particles to exist and be able to interact with each other.
When a photon moves through space, it vibrates at a specific frequency. This vibration causes any other particles in the area to vibrate as well, which leads them to attract each other and eventually form molecules.
What is Brand Vibe?
In a quantum world, particles are attracted or repelled by other particles not by their size or mass but by their energy fields. This means that businesses must identify and focus on their own energy field or what we like to call their "brand vibe." This subatomic vibe is then used to attract or repel certain types of customers depending on what the business' goals are.
Brand Vibe = Energy Field + Message + Experience
Brand Vibe is the emotional response that people have to your brand. It’s a term coined by Seth Godin, in which he stated that a brand has a vibe. This means that when you think of a certain brand, there are specific feelings and emotions that come along with it. The author went on to describe this as an “emotional connection between your brand and your audience” or “your customer” or even “your community.”
The New Marketer’s Advantage
On the surface, branding is a set of images or taglines that identify a company. But it’s also much more than that: it’s the vibe you create in your target market.
Your brand identity and message can be communicated through everything from your logo to your website to advertising campaigns to social media posts—in essence, everything that represents your business. Most important, it should reflect what you stand for as an organization and how you aim to win over your ideal customers in the marketplace.
So how do you develop an effective branding strategy? Branding is about creating a consistent experience for customers across all touchpoints—including digital and mobile channels like websites, apps, emails, and social media—and then using those experiences as opportunities for meaningful interaction with them.
Brands that deliver truly great customer experiences are able to differentiate themselves from competitors because they are seen as providing something more than just another product or service; instead, they become part of their customers' lives by helping them solve problems or meet needs (known as “connections”).
The Strategy Behind the Vibe
Many marketing professionals will tell you that you need to be able to explain your brand in one sentence. That may seem impossible for most businesses; however, if you can figure out what the "vibe" of your company is—that indefinable quality that makes it unique among its competitors—it will help narrow down what message best captures this identity.
To do this, think of the color palette and feeling of an experience. Are colors drab and dull? Is the experience warm, inviting, and friendly? Does it feel high energy or more relaxed? What colors are used in their advertising materials? How does the website look? If a stranger walked into your offices right now, would they get a sense for how your business operates by looking around at things like paint colors or office décor (think: open floor plan vs private offices).
Consider who might be drawn to work at this company based on how it looks from the outside (see subatomic messaging). If you want to attract a certain type of person, it’s important to be very clear about it. If your company is all about being fun, then make sure that the experience of working there matches that. If you want people who are focused on hard work and results, then let them know what those are.
The brand vibe is an important aspect of marketing that should not be overlooked. It can help you connect with your audience and create a memorable connection that will result in increased sales and loyalty for your company.