Start with the situation
Customers do not spend their day contemplating your values wheel. They notice a need: the website is embarrassing, the team has outgrown the office, the boiler has made a noise like a haunted trombone.
Brands grow more useful when they connect themselves clearly to the moments that create demand.
Make the link repeatedly
Choose the buying situations where you are credible and valuable. Create content, examples and offers that help people recognise those situations. Over time, the symptom should make the brand easier to recall.
The prescription
Do this next.
- List the five moments that usually trigger an enquiry.
- Choose two where you are strongest and most useful.
- Build recurring content around recognising and solving them.
Under the microscope
Useful source material.
The thinking behind this article has been checked against these sources. No borrowed lab coat required.