Last week, I went to meet a prospective client at Jigani Industrial Area in Bangalore. In case you don’t know what that is, it’s a land far, far away – but the client and the brand – they were worth it.
I step into the office and I’m kinda overwhelmed. Everywhere I looked there was an assortment of feng shui artifacts. I saw bamboo shoots, mirrors, pyramids, crystal balls, geodes and other things I could not even identify.
Even their safe (Yes. They had a safe) and their desk was set up askew – to align with some magnetic pole or other, to be certain.
I’m not familiar enough with feng shui to know what each thing was for sure, but I had a strong mental idea of the kind of people who indulged in feng shui. I immediately mapped the owners of the office to others who used feng shui.
I didn’t have a lot in common with those folks.
Then, the person came in and I started talking with him. We explored business goals, the need for positioning and the nuances industry he operated in. We discussed other things – movies, books, ideologies (!), fashion and the importance of coffee. We even debated the use of fonts! (That’s important to me! And him!)
Believe it or not, we really, REALLY hit it off. And, I’m confident about this relationship.
Though this story ended well, it’s not always the case. People are always judging and interpreting your brand and product in a number of ways. And the scary bit? You rarely have opportunities to talk to your audience at length and to explore/demonstrate the similarities between what you offer and what’s right for the audience.
This is not the end of the world though. There’s a way for you to shape this interaction and influence the perception you have on your audience.
That’s by building up a Message That Matters™ to strengthen your positioning, building your messaging and brand stories and using funnels to ensure you control every step of the customer experience journey.
And guess what – that’s what I do at Domination Labs.
If you like this and want to see how this can work for you or your brand, get in touch with me and we can take this forward.
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For now, this is Arvindh saying over and out.