Polarise, build your brand like a politician
Politicians are the best marketers and brand-builders.
They command immense influence and sway swaths of people with ease.
Here’s the interesting thing — they don’t try to win everyone over. Only a significant number to ensure victory.
To do this, they use a concept called polarising.
Here, your messaging divides the audience into opposing groups.
One group will align with what you say and stand for.
The other may ignore you, or even hate you. They don’t matter. Proudly exclude them.
Apple’s messaging is polarising. Those who think they are cool, creative and “in” will line up at 4 am to buy the latest iPhone.
Harley Davidson stands for freedom and power. Those who want to get in touch with their inner badass will even get the logo tattooed.
This applies to small, local brands too. And you don’t need a large audience.
People in your locality will gladly pay a premium to buy from you rather than big-name brands. IF they believe you and them share the same beliefs.
I touched on this in my previous article, “Embrace your 1%. Don’t be everything for everyone”.
Polarisation appeals to one’s emotions, not logic.
This is how social media influencers build their audience. By instilling a sense of “us vs them”. When they sell something, their audience buys.
Why?
Because it is in line with their belief system and buying from said influencer strengthens this alignment.
Are you polarising your audience? If yes, let me know how.
