Ever seen someone who you might describe as “radiant”? You know what I mean – filled with light.
Glowing. Beaming. The immediate image that comes to mind is of a bride on her wedding day or a parent watching their child do something that makes the kid beam and the parent glow even more brightly. Radiant. It’s pretty easy to read these people – that glow just shines through all the layers of defenses in which we adult humans often wrap ourselves. You can’t fake it.
The same thing is true about businesses. Consumers can see when a company has that “inner glow” and when it’s faking it. Think about brands you know that seem to have a core confidence and I’m willing to bet that you can pick up that “radiant” vibe. It’s not that they don’t ever commit missteps or do anything that wouldn’t cause them to be “perfect.” In fact, quite the contrary. They have the inner peace to admit when they’re wrong and they don’t stray from their centers to “fix” an emergency.
Why I raise this is that more and more businesses are spending time engaged via social media with their customers and they’re putting out all sorts of messages. The thing that gets lost is that customers can tell when it’s a marketing program and when it’s a reflection of a centered, radiant brand. Some brands – Patagonia and Apple are the first two that pop into my head – have become enormous because they “found” themselves and stay true. They don’t pander. They radiate. Everything they do glows. When companies try to mimic that what they fail to realize is that it’s replicable only to the extent that a company can find its own core.
Consumers are people. They’re used to spotting fakes and once in a while they see someone who radiates light. They can sniff out when you’re trying to foster “engagement” when what you need to be doing is looking within and sharing what you find (hopefully there IS something to find) with them. Maybe it’s allowing them to bask in your glow.
Finding and marketing that radiance is not marketing at all, in my book. It’s a key to success and one that your fans will love to share. After all, don’t we all love it when your friends have it? Isn’t it catching? Tell me.