No its not the preserve of the select phew! Or Reality Television. Y should it be? It need not remain a steadfast tenant at number 24 in the alphabets table. Everybody can have it. What is your X Factor? How can it help you succeed?
We can no longer emoshun it. We are talking emotions. The kind of conceptual branding that is about finding the all-important X Factor and getting that message out there.
It’s a different math. This X Factor is about creating engagement, arousing emotion and that which demonstrates how even the most unlikely brands can find an emotional touchstone: sadness, joy, anger, loyalty, laughter, frustration, pride and many other emotions. The X factor is (surprise, surprise) multiplies attention, attraction, appeal and action.
Lets travel beyond the typical visual clue. The DNA of a unique, differentiated brand is far more than just a logo, a typography set and colour palette. The plate needs to be fuller. The consumer believes in brands that tell a story and convey a clear, simple, believable message. Brands should appeal just as much to the heart as they do to the intellect. Call it State of the Heart branding!
As brand guardians we have the fundamental responsibility of ensuring that our brands and the associated concepts are imbued with the X Factor, no matter what category or sector the brand is from. Every brand has the potential to be truly unique, be it cement, telecom, fashion, bank or a coffee shop. Lets realize that in an increasingly over commoditized world, USP is passé. The day and age belongs to UFP (Unique Feelings Proposition) and brands that understand Y the UFP factor is vital to customer loyalty will be devoting more time and attention to embedding the X factor into their offerings and laugh their way to the bang! And Y not!