How to treat branding like dating.

Consumers, when you think about it, are like picky daters with a rapid-fire swiping thumb. Just like on a dating app or across a crowded bar, how can your brand catch and keep the attention of the people you really want? 

Pop a breath mint and straighten your logo, it's time to find out how to make sure your brand has what it takes to score a super like in the world of consumer courtship.

Nail the pickup line.

Your opening line—the first thing someone sees your brand say—can’t just be good, it should be screenshot-and-share-with-the-group-chat good. It should be where-have-you-been-all-my-life good. If your tone of voice guide is collecting cobwebs at the back of your Google Drive, or doesn’t exist at all, it’s time to fix that. 

Your copy needs to sound different to be remembered. A great tone of voice is the key to consistently writing in a way that sounds distinctly like your brand, even when your logo isn’t attached. 

Your words should give consumers something that makes them laugh, makes them curious, or instantly makes them stop swiping. Avoid lazy messaging (looking at you “we do things differently”) or copying lines you’ve seen around the internet. If you pulled the line from a Pinterest post, or could see it on a wooden sign in a homeware store, veto it from your brand vocab. 

Dress to impress.

Would your brand's visual identity make the cut at a speed dating event? Because that’s exactly what shopping is. On average, consumers spend 19 seconds deciding to make a purchase online, and only 13 seconds in-store. You have to leave a lasting impression within those critical seconds, and your visual identity is the key. 

Your visual identity doesn’t just matter on physical and digital shelves though. It needs to be consistent every time a customer comes in contact with your brand. Packaging, social media, website, paid ads, OOH: everything you make needs to align with your design and art direction. This consistency extends to operational essentials too, like having a well-designed website that isn’t just visually appealing but also flawlessly functional. Your visual branding should be recognisable at a glance, and memorable long after the initial encounter. 

Don’t be a catfish.

There’s no bigger turn off than finding out you’ve been misled, lied to, or taken advantage of. Attempting to masquerade with unwarranted labels of sustainability or inclusivity is a dangerous game. Consumers are incredibly discerning now, able to easily spot when brands engage in greenwashing, pinkwashing, or any other form of insincere virtue signalling. Your audience demands and deserves the truth. Don't let the allure of immediate appeal lead you into making promises that your brand cannot (or will not) keep. Keep it real, keep it ethical, keep it provable.

Never ghost your customers. 

In the realm of brand love, ghosting is the cardinal sin. When a consumer reaches out, you better be there with open arms (and quick fingers) and aim to please.

We’re talking customer service that’s so attentive, it’s borderline clingy. Community management that makes every follower feel like they’re your one and only. This isn’t the time to play hard to get.

All those good bits, like questions, feedback, and comments deserve a little attention. Because nothing says exclusive (read: loyalty building) quite like feeling seen, heard, and valued. 

Turn up on time. 

Don’t be late. Whether it’s posting a dated meme, misinterpreting a trend completely, or working with a sloth-like shipping company, timing is everything. The moment you fall out of sync with the cultural zeitgeist or your audience's expectations, you risk getting dumped for another brand.  

Understanding your audience's behaviour shows you care. Post when they're listening, email when they're looking, and for the love of all things swipeable, make sure your content is relevant and relatable. 

Make it official. 

Back in the day, there was nothing quite like making it Facebook official in the dating world. In brand terms, this is the glowing testimonial, the five-star review, the unsolicited shoutout from your customers.

With 98% of consumers seeing reviews as an essential part of their decision-making process, the more honest reviews you can get, the better. Encourage them to spread the love. It's not about the ego boost, it’s about showing that real people endorse your brand, and why they love it. Reviews are the ultimate wingman. 

Remember: bad reviews are still an opportunity to engage and improve. Write back, apologise, explain why that doesn’t sound quite right, encourage them to email; just show that your brand cares about their experience and wants to improve it. 

Let's go make a match.

Get your brand dolled up, dialled in, and ready to make some serious connections, because the marketplace is crowded with potential matches. It’s brands that put in the effort that people want to take home to meet their parents. Or at least brag about to their friends. 

Ready to make the first move? Write us a love letter (or a business enquiry, we’re not fussy.)