The Brand Strategist's Mindscape episode 4: Resonant

The first time I realized I’m getting older was in 2016 when Honda used Buddy Holly in a commercial. It was absolutely wild to see the conservative parents with their 1.93 children doing a family sing-along to the newly minted Classic Rock band Weezer.

But the second indicator that I’m no longer as young as I used to be is that I don’t understand most modern slang, nor do I care to. My lexicon is doing just fine without the addition of LOLWUT or cheugy.

Still, I am an Elder Millennial, and there is some slang that I’ve been known to (over)use. Words phrases, and acronyms like snatched, glow up, TBH, and vibe.

Ahhh, vibe… it’s an endlessly versatile word in the mouth of a Gen Z-er.

As for the rest of us, the dictionary definition of vibe is “a person's emotional state or the atmosphere of a place as communicated to and felt by others.”

When you “get” someone or they get you, you’re sharing a vibe. When people feel that way about your brand through:
-the stories you tell
-the messaging you convey, and
-the values you stand for…

That’s powerful.

This is what it means for your brand to resonate with other people. “Resonant” is the second element in my approach to creating a brand strategy that makes you irresistible.

So how can you vibe with your audience without coming off as sus or fake AF?

We’ll talk more about being authentic in the next installment of The Brand Alchemist's Mindscape.