How To Build Attraction with Proposition

The Relationship Between Attraction and Proposition

Building your brand’s Attraction is all about how much people like the way it looks and feels. People are pulled towards a brand when it presents itself in a way that feels authentic and original – part of what the brand is. It’s therefore key to make sure that the way your brand presents itself to the world is closely in line with your brand’s core DNA – it’s Proposition.  

In order for people to love the authentic way your brand looks and feels, consider the following questions: 

1. Does your brand walk the walk? The way the brand looks and feels is important to reinforce what it is your brand promises people. Remember, the packaging is the first means of communication your brand has with the customer. It’s a real opportunity to physically demonstrate that you practice what you preach. Every visual expression of your brand should reinforce your Proposition. Look at the way the brand is presented today and put it through the lens of the Proposition. If it isn’t clearly reinforcing the promise, think about how it could be amended to do so.

2. How strategic is your look and feel? Talk to your designers about how the presentation of the brand is a representation of who the brand is and what it believes in. Establish a set of rigorous strategic design principles that all the consumer-facing parts of the business live by. Even the smallest details can contribute to people’s understanding of the brand’s promise, so make sure no stone is left unturned in making sure the “face” you present the world shows what you want it to.  

What should you do next?

• Make sure that you have a set of rigorous design principles that allow you to keep your brand’s DNA on show to your consumers.   

• Treat every visual expression of the brand as a way to reinforce your Proposition. Put the way your brand presents itself today through a test: does it represent your Proposition? 

How to determine if it’s working.

• When the above actions are implemented, there will be a rise in the Attraction score for your brand, as well as a likely increase in Clarity. This is because visually demonstrating who the brand “is” is an important way for people to understand how the brand fits into their lives.    

• You’ll see your revenues rise, as customers start to recognize value from your product or service.

• You’ll keep your customers for longer: The lifetime value of each customer should increase as you deliver on the key benefit that you promise. 

  
  

  Guidance from:
  Searsha Sadek | Head of Brand Partners, ProQuo AI
  
  Searsha has always grown brands in advertising agencies: from haircare and frozen food to spirits and streaming services. She focussed on how communicating explicitly and implicitly is key.