A vibrating object will pick out its resonant frequencies and vibrate at those frequencies, essentially “filtering out” other frequencies present.
The statement above applies to the physical application of something known as resonance, but I think it could just as accurately be applied to marketing strategy.
How often have you found yourself attracted to a brand only to describe the attraction as something like – “Their message really resonates with me.”
And how often have you essentially “filtered out” other companies and products present.
In Quantum Physics we might go as far as to suggest that the vibrational content of a resonate brand matches that of their specific market.
You can take this idea as far as you like, but I believe now more than ever, resonance is the ultimate objective of strategy.
The challenge in this notion is that resonance suggests a far deeper place in the mind of a market than most strategy discussions delve. Pulling it off takes commitment and time – two things most organizations are short on.
More than anything it takes clarity. Until you can get very clear about what your organization stands for and why you do what you do and use that single-minded idea as the essence of your brand, anything like resonance will be hard to find.
There are three essential elements in a strategy of resonance.
A brand that resonates often leads with a story that helps their customers choose the brand by choosing themselves. They so thoroughly associate their own style, dreams, struggles, passions or personality traits with that of the story that connecting with the brand is a bit like joining a movement.
Consistent point of view
Resonance isn’t something that’s gained overnight. It’s earned from taking a stand and sticking with it. Oftentimes it’s earned by going against a common practice, by creating an obvious innovation or leading and inspiring an evolution.
Connected design elements
The final component is visual resonance. In most cases brands that create a strong sense of resonance do so with a corresponding sense of design that helps tell and spread the story. This is the part that many people underestimate, but I believe it makes the difference between a good story and great one.
As cliché a it is to mention Apple as an example, you can certainly make the case that a great deal of their success and resonance is tied to the visual elements of the brand.
What brands resonate with you?