Having your name spoken aloud by your coffee cup makes Monday morning coffee taste different. Imagine now if with every interaction, your startup evokes that vibe. Beneath the clamor of digital commercials and SEO lectures is a subtle revolution taking place, and it’s called personalized branding. Startups with a lot of pep in their step are changing the rules. Put an end to ad personalized pens pencils campaigns. These founders are speaking to their audience on a personal level, appealing to their emotions and hearing.
It’s likely that you’ve heard friends gushing about a small clothing line that “gets them.” Alternatively, perhaps you received a thank-you note with your inside joke scrawled on it when you ordered energy drinks. That’s not magic; it’s customization at its finest. No matter your industry—fintech disruptor or handcrafted dog collar vendor—standing out is all about making customers feel like the protagonist.
Here’s the gist of it: modern consumers are equipped with top-notch nonsense detectors. They can detect generic branding from a distance of one mile. Everyone is allergic to prerecorded communications, but Millennials and Gen Z are particularly sensitive to the need to feel like they belong. So, how are modern entrepreneurs managing to wow their customers while balancing on thin ice? Their ears are perked up. Paying attention to messages that indicate, “Speak to ME, not everybody.” This includes comments, direct messages, reviews, and even eye rolls.
Take, for example, a new jewelry store. People were talking about significant dates on social media. A new service, engraving, allows customers to personalize their items with coordinates or simple drawings. All of a sudden, every piece of jewelry is a coded handshake. Clients are acknowledged. Orders are soaring. Not all new businesses use surveys; some even ask, “What’s your vibe?” Dreamer of the Night? “Sunshine Sprinter?” Based on those responses, their platforms choose product lines by hand. Instead of becoming a yelling match or a sales pitch, even clever emails can serve as conversation starters.
Little slip-ups are being risked by the tenacious underdogs in pursuit of genuine connection. If an email comes across as genuine, a misspelling is easily overlooked. Merchandise without character? Completely unremarkable. Asserting that you’ve heard everything? Beloved forever.
Upstarts with a focus on customized branding are circling established companies who still use a cookie-cutter approach. They’re keeping things interesting and dynamic by changing directions at a dizzying rate. “How was your weekend?” should be the next question asked in your company’s newsletter. Hold on a second. This isn’t social engineering. This is the first step towards a wonderful connection.
All set to give it a go? When you have a customer next, be sure to call them by name. Take note of the outcome. With each sincere action, your personal brand narrative may begin to take shape.
