What do you get when you take an online dating site and TWIST it with Mercedes Benz Certified Pre-Owned vehicles? People who would love to shout out to the world that they know a classy, quality ex partner, brother, sister, cousin or best friend who would make a perfect match for… someone else.
There are so many dating sites out there, it can be a challenge to to find a twist that makes your business stand out, but take a look at what greatexboyfriends.com is doing: they put a TWIST on the age-old problem of finding the perfect match. They took the tried-and-true, traditional process of match-making (being set up by an family member or friend) and brought it into the tech & social media-savvy present century. Users are able to learn what makes a potential match so exquisite and why they would be a perfect catch directly from people who really know best: relatives, ex lovers, friends and roommates. Clients get to see prospects through another’s eyes. Simply by inviting users – and their circle of friends and family – to share their intimate perspectives, greatexboyfriends.com opened a whole new dimension in an overly-saturated market.
How could you apply a TWIST like this in your business and leverage knowledgeable influencers to invite your customers to take a test drive and fall in love with your brand?
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There’s not a lot new about online dating. Or is there? HowAboutWe added a fresh, unexpected twist to their dating service by coming at things from a new angle. It’s not just about finding the right person to go out with, it’s also about figuring out what to do on your date.
This is an online dating site that is offline activity driven. And it’s targeting both singles and couples (another fresh twist). On the singles side it’s what you want to do that drives the search and makes the headlines rather than a description of yourself. You “create” your ideal date activities to attract those who are interested in doing similar things. On the couple’s side, each person chooses activities they’d like to do and then shares with the other to create a great date. HowAboutWe also offers affordable access to activities and events by extending deeply discounted invitations to its members for exclusive offerings from local resources.
HowAboutWe didn’t invent something new. Online matchmaking and dating sites have become quite commonplace. Discount offers arrive every hour in our email. But HowAboutWe took a fresh look at the dating category – and by putting it all together in one place they are able to stand out in a competitive market.
What can your brand learn from them about creating deeper connections with your customers? Look beyond the table stakes of your category. Ask what else is it that people are seeking – and make that a part of what you deliver. Let’s say you sell teeth whitening strips. Simply put, your product makes teeth whiter. But what people REALLY want from your brand is to feel more appealing with a brighter and more confident smile. Armed with this knowledge you can deliver a stronger, more compelling brand promise. Offer tips on how to take great photographs; give make up advice; share ideas on what to wear to brighten your smile, or simply include more pictures of big beautiful smiles on your website. You will go beyond users to loyal brand ambassadors.
Digging deep into what your customers are really looking for and recognizing how to more effectively deliver on that is a critical aspect of successful branding and business building. In Brand School, our highly effective, premier branding program, you’ll learn how to match your brand promise with your ideal target market. Receive more information about Brand School’s next session and get free brand-building tools and tips when you join our mailing list.
This post is part of our Brands That Twist series celebrating innovative brands. Read about other breakthrough brands and more ways to grow your business and brand here.
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