How Brand Nuances Impact the Bottom Line


When I was 18 years old, I went to see The Polyphonic Spree, the mid-2000s version of a roving band of gypsies.  The band was comprised of about 29 members that night, and included everything from six chorus girls to trombones and electric guitars.  I had died and gone to heaven.  This was my dream.

For several years, I considered seeing the Polyphonic Spree a Top 10 Life Experience.  I had traveled abroad a few times, had some great friends, and enjoyed an all-around happy life.  But, The Polyphonic Spree?  Now, that was living.  However, I couldn’t share the nuances of the experience.  I couldn’t get the details of the concert into words.  I couldn’t capture the sweeping emotion of the performers and audience.  I wasn’t an effective testimony for them.

What Do These Hippies Mean for You?

Well, today is not the time to finally try and capture that experience.  Instead, I want to make sure you can capture the nuances of your brand, develop them effectively in your content, and use them to get business conversions.

As for me, I was hopeless in convincing anyone that The Polyphonic Spree was the greatest band on earth because I didn’t know how to communicate the distinctions of the experience/brand.  Fortunately for them, I wasn’t the PR guy.

Capturing Nuances

How do you capture the nuances?  It starts by being observant.  It takes a keen eye to pick up on nuances in your brand.  But, when you start to pay attention, you’ll see amazing details in your brand that you might not have ever considered before.  And, the trick here is to look through the customer’s eye.

In order to see the touches of what makes your brand great, ask yourself what a customer would see when he looks at your brand for the first time.  Brainstorm a few answers.  Then, focus on what is most interesting.  Which of these elements have the most potential?

Marketing pro Mike Klassen makes a great point that touches on this subject.  He suggests that you focus not on “the exact product or service you offer, but what it’s going to do for your customers” (via CMI).  So, while you may want to focus on the nuances of a product, focus on the nuances that customers will care about – detailed examples of how this product will benefit them in their daily life.

Developing Those Nuances in Content

Effective brands know what makes for a good content development strategy.  The story you tell must be interesting, convincing, and relatable.  Of course, a prime example of this is the charitable shoe company TOMS.  For every shoe customer’s purchase, TOMS donates one to a person in need.

Everyone who buys a pair of TOMS knows this fact because the brand is all about telling their story through strategic content development.  The company shares its story daily with 1.6 million fans on Facebook by profiling some of the people who have benefited from a pair of TOMS.  Their story is interesting, it’s convincing, and it’s definitely relatable.  Why?  They do a great job of hitting the nuances!

Getting Business Conversions

First off, remember this: business conversions aren’t always about money.  You’re winning over a fan, not making a sale.  Though, of course, a sale is the ultimate goal!

When you pinpoint the nuances of your brand and work them out in your content development strategy, you’re set to get business conversions.  But, there’s no magic here.  You have to make sure you’re focusing on the right brand nuances for your audience in order to impact the bottom line.

Don’t just highlight what interests you; highlight what will interest your customers.  It may sound obvious, but many brands forget about this key tip.  You might think the printing techniques behind your company’s new pamphlet are really cool, but that might not be an essential part of your brand’s story that needs to be shared!

Business conversions will follow when you share the parts of your story that interest customers and relate with them.  If you’re unsure about how to do this, CEM Founder Amie Marse has a straightforward, no-frills post to help you get started with your strategy!

Looking Back

Thinking back on one of my (now fading) Top 10 Life Experiences, it’s easy to see why my Polyphonic Spree story never translated.    I didn’t know how to capture nuances.  The details of what made the experience so great were too internalized within me; I didn’t want to capture and share them.

When I tried to develop the distinctions I could find, they never translated through content because I wasn’t sharing anything relatable.  And, of course, I never won the band any “business conversions.”

I guess somehow they got to perform at a Nobel Peace Prize Concert without me.

How will you focus on the nuances in your brand?

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Ben Richardson is a writer based in Nashville, TN. While he loves writing on a variety of subjects, he's our go-to on all things related to branding and the creative aspects of content marketing. Follow him on Twitter!

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