From: "Marina Hauer" <marina@apricity.studio>
To: <_t.e.s.t_@example.com>
Subject: This is important to remember in brand-building
Especially if you already communicate a lot
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52 Ways to Grow Your Badass, Courageous Introvert Brand

WEEK 5

OVERCOMMUNICATE

What's up, ? 😊


Earlier this week, I had occasion to stay at a Premier Inn for work. It was, all in all, a very pleasant affair.


If you know about Premier Inn, you'll know that their brand positioning is all about a good night's sleep.

Evidence of this is everywhere.


There are four ever so slightly different pillows to choose from. The mattress is good quality. The bedside lights are nice and dim so they don't grate on you too much upon waking up.


There are plenty of other subtly signals that suggest a slightly more premium experience than your average budget hotel. Friendly little signs give tips and information throughout the room, especially on additional services and environmental matters. The soap is branded, comes in a marble-effect container and smells expensive.


All very pleasant.


Except the hair dryer... 

...which was on the verge of driving me to distraction with its single setting that let out a pathetic little stream of air. Felt about as effective as having a child blow on your head 😬.


And since the whole process took so excruciatingly long, I had an unusual amount of time to contemplate said same crappy hair dryer.


Why (??!?) would a hotel that gave you a choice of four pillows also requisition such a bad device? Surely, even the bean counters can't be that mean.


Until it occurred to me that the only saving grace of the hair dryer was that it was very, very quiet.


And suddenly it made sense. A brand that's all about promising you a good night's sleep doesn't want a high powered jet engine of a hair dryer waking up everyone on the floor.


As visitors, it's easy for us to misinterpret a perfectly reasonable brand decision (that was actually made in our interest) if we don't have enough information.


All it needed was a little sticker that reads, "Hi! I know I'm not very powerful, but I was chosen for being very very quiet - so that all our guests can enjoy their beauty sleep for as long as they want."


This way, a little sticker with a few chosen words adds to brand value and diffuses a potentially negative impression.


Brand building happens in the subtle in-between moments just as powerfully as with expensive campaigns and loud slogans.


If you make a conscious decision to do things a certain way, let your audience know how they benefit from that.


It's virtually impossible to overcommunicate customer benefits - but you should give it your best shot!

Your brand will look more considerate, be easier to understand and easier to relate to.


And we can only love what we can relate to!


Marina

MINDSET SHIFT

"If I think I've overcommunicated my brand benefits,
it's probably still not enough."

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