Do you know why some brands fascinate you?
Do you know how to fascinate with your brand?
Fascination can be created and measured, but few of us have little understanding of how fascination works.
7 Forms of fascination
According to Sally Hogshead, author of Fascinate, there are seven forms of fascination:
- Innovation.
- Passion.
- Power.
- Prestige.
- Trust.
- Mystique.
- Alert.
While with passion, people are more likely to fall in love with your brand; with power, for instance, it makes people follow you. Here you can learn how to fascinate with the language of creativity, the language of relationship and the language of confidence.
1. Innovation [The language of creativity]
Forward thinking – Entrepreneurial – Bold – Surprising -Visionary
What is Innovation?
It changes the game with a new approach. It challenges new assumptions, pushing people to think in new ways.
Innovation is the most creative advantages of all seven. It breaks the status quo. It surprises. It invents. It introduces new options.
→ If your brand’s advantage is innovation, then make sure you consistently defy the ordinary. Take nothing for granted. Never live by default. Change the game.
Pillars of innovation brands:
- Invent surprising solutions.
- Turn something old into something new.
- Do the opposite.
- Add a dose of vice.
2. Passion [The language of relationship]
Expressive – Optimistic – Sensory – Warm – Social
What is passion?
Engaging, heartwarming, and inspirational, Passion elevates emotions and connects us to something bigger than ourselves.
→ If your brand’s advantage is passion, connect with emotion. Passion comes from the heart and the gut. As a result, this form of communication is especially useful in heightening connection and desire.
Pillars of passion brands:
- Woo with wow.
- Use the five senses.
- Put lust before logic.
- Create a strong and immediate emotional response.
3. Power [The language of confidence]
Assertive – Goal oriented – Decisive – Purposeful – Opinionated
Power leads the way with authority and confidence. Power always has a plan, moves with purpose, and reaches its goals.
According to Sally Hogshead, power is the difference between thinking and knowing. Power brands lead the pack, setting the tone of the business discussion.
→As you develop messages, make sure that these traits fit your tone and attitude.