How do people see you? CX, Branding, and the Science of Fascination

By: Lisa Sigler

July 20, 2015

Tags:
Customer Engagement
customer experience
Customer Feedback

Do you know what people think about you? From your individual personality to the marketplace identity of a multi-national conglomerate, knowing how you come across to others is the first step to making a good impression and building relationships.

When it comes to your personal brand, it’s critical to know how others perceive you so that you can maximize your strengths. Sally Hogshead, the creator of the Fascinate System, calls these personal strengths your fascination advantages.  As a keynote speaker at the Clarabridge C3 conference, she discussed her research into the science of fascination. She has found that for any individual, your combination of these advantages determines your personality archetype. Based on your archetype, you can learn various ways to capitalize on your strengths to fascinate other people and ensure that they see you at your best.

Your company’s brand efforts should work the same way. Enterprises spend millions of dollars to define brand messaging. Your marketing team designs logos, creates style guides, drafts mission and vision statements, and then assumes that your customers are getting the message. But if you don’t know how your customers actually see you, then all your efforts might be missing the mark.

Listening to the Voice of the Customer (VoC) is the only way to know for sure how you are being perceived by your customers. Buying trends and revenue figures give you information about their behavior, but you will never know how they feel about you without digging into their feedback through text analytics and sentiment analysis.  Armed with this knowledge, you can maximize your brand’s strengths, minimize weaknesses, and ensure that all consumers are seeing you at your best throughout all of your brand activities.

Understanding how others see you gives you the opportunity to really focus on your unique differentiators. As Sally Hogshead put it in her C3 address, “Different is better than better.” When you are simply better than your competition, it implies that you are doing basically the same thing. Standing out, being different, being your unique self—that’s the competitive advantage that will capture, and keep, someone’s attention.

Whether you are trying to meet that special someone, climb the corporate ladder, or ensure that your brand identity is in line with your company’s mission statement, the key is to fascinate your audience. Understand how people see you, and play to your perceived strengths, and you are halfway there.


Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value and benefits of technology to life. In her current role, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis. 

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