BROADCASTS.com

The first step of branding a person, product, or service is to find its frequency. What does that mean, \u201cto find your brand\u2019s frequency\u201d? Whether it\u2019s building a brand that is a person, place, thing, product, or service, it\u2019s essential to find out what the \u201cwoo-woo\u201d person in me describes as a \u201cvibration\u201d\u2014 in other words, an emotional appeal meant to reverberate with your target audience or market.\nA frequency can best be described by talking about it in terms of radio stations. If we want sports talk radio, we turn to a specific channel. If we want rock \u2019n\u2019 roll, we\u2019ll find a station whose music (and employees) have that vibe. If we want cool jazz, that\u2019s an entirely different frequency. Only the people who are tied into that frequency will seek out or hear that radio station. The same thing holds true about branding.\nYou want a brand that rings true to your audience, something aligned with their beliefs, desires, or aspirations. You also want to find a frequency that enough people listen to, right? To connect to others and take your message, product, service, or solution mainstream to the biggest audience, you first need to fully understand who you are, what you\u2019re selling, how you\u2019re selling it, and the value that it brings to others.\nYou need to understand how your frequency, or that of your product, resonates with others and attracts them to the brand that you\u2019re trying to establish.