Branding is a dance

We like the reassurance of a familiar face, don’t we?  Of course we do.  But we also want to be surprised and to laugh. Yes, we want order, but we also want some randomness an adventure. Yes, we love excitement, but we also crave quiet time.  Everything that touches our senses especially those things we love the most, like music is an alternation of stimuli: on, off, on, off, on, off.

The experience with your audience should be similar. Tickle their minds and their hearts. Don’t smother them to death.  As the philosopher Alan Watts once said, “If you put your hand on the knee of a beautiful woman and leave it there, she’ll cease to notice it. But if you gently pat her on the knee, she’ll know you’re still there. Because you come and you go. Now you see me, now you don’t.”

There’s an old Zen maxim, “You can’t control the waves, but you can learn to surf!” We’re living in a new world now one that revolves around the rapidly changing expectations of the customer. There’s no stability. None. You must move with people, like a life preserver in a shifting sea. You must catch their wave.

So get out there and interact with your audience. Find new and compelling ways to become meaningful to them. Try something new and see if it takes hold. You can’t build a great brand by avoiding risks. Instead . . . dance!

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This article was sourced from AClearEye.com and can be viewed HERE.