Are you caught in a brand romance?
After 25 years of playing Cupid, connecting products to people and designing brands they adore, Moxie Sozo is no novice in the matchmaking department. Whether the relationship is at the wooing stage or it's further along and needs some spicing up, here are a few ways we've noticed that the art of branding parallels the art of L-O-V-E.
Confident Brand Seeks LTR: The Dating Profile Test
A common exercise to uncover the essence of a brand is to write its obituary, to articulate aspirations of its impact. But suppose you wrote it as a dating app profile instead. (Brandr, anyone?) If your brand were trying to make a meaningful connection, what would its profile look like? To-good-to-be-true claims, vague descriptions, or lack of clear personality? Red Flag City. Just like a questionable dating profile filled with old photos, shallow showboating, and dusty descriptions, a brand that isn't current or authentic will struggle to stand out and build real connections. If your visuals and messaging feel generic or all over the place, consumers will swipe left faster than you can say "add to cart."
And you just know that if someone’s really interested, they’ll stalk you on other platforms. No one expects (or wants) your LinkedIn persona to exactly match your Instagram persona—but as long as you have a defined, layered brand voice, the dial of which you can turn depending on the context, you can subdue the sus and secure that first date.
Remember that lovers' lane is a two-way street. Your brand can’t and shouldn’t try to appeal to everyone (desperate, much?), so you need to figure out a clear object of your affections. We at Moxie Sozo define brand archetypes as well as target consumers. Both these sides of brand courtship are complex, nuanced and even flawed. Be prepared to leave those that don’t align to someone else in the dating pool, all in pursuit of a longer-lasting, more worthwhile “It’s a Match!” Could this be love?
Soooo … How’d You Two Meet?
Newsflash: Couples are meeting for the first time less and less in person. Yet, while it’s true that online shopping is perpetually on the rise, in the world of CPG, plenty of first impressions and purchase decisions still happen in store. Physical packaging and supplemental branding have to act and look differently to pop off a cluttered shelf at retailer vs standing out in an infinite scroll or an e-comm field of isolated thumbnails.
A pretty face grabs attention, but on-pack messaging keeps the conversation going and increases the odds of going home with the shopper.
We plan for the shelf just as much as we plan for the screen. The important thing is to know how to attract a consumer in whichever scenario and optimize accordingly, yet be adaptable enough to scale or enter new markets.
After all, what little brand doesn't dream of being picked up in the supermarket and taken down the aisle?
Free Love vs Brand Monogamy
Brand loyalty isn’t what it used to be. Few consumers today resemble the traditionalists of yore—like modern daters they explore, compare, and rarely settle down with just one brand. While a few lucky brands earn long-term commitment (depending, of course, on category), most are competing in an open marketplace where consumers have a slew of options and a finite budget in an inflated economy. The key to navigating all this? Consistency, trust, and real value. Experimentation may be par for the course, but you have to prove that you offer more than a one-time fling. Plus, if you're doing something right, your customer will play matchmaker and set you up with friends.
I Need Space, You’re Smothering Me!
A great brand, like a great suitor, knows how to keep in touch without being overbearing. Strike the right balance—stay top of mind without feeling intrusive. Whether through social media, email, or advertising, engagement should feel natural and valuable, not like a barrage of desperate pleas for attention. A well-timed email or an engaging social post can remind consumers why they love you, but too many push notifications or sales-heavy messages will have them hunting for the relationship-ending "unsubscribe" button. Understanding when and how often to connect helps build a relationship that feels effortless and rewarding.
When You've Lost That Lovin' Feelin'
Even the best relationships hit rough patches, and sometimes a little expert guidance is necessary. If your brand isn’t resonating with customers, feels outdated, or lacks clear direction, it might be time for a little brand therapy. A skilled, experienced agency like Moxie Sozo can step in like a relationship counselor—helping you rediscover your brand’s core identity and refine your messaging so it speaks to the right people. Especially if you've outgrown your relationships and it's time to say "let's just be friends" to irrelevant brand equity. Because sometimes the key to a strong, lasting relationship is simply knowing when to ask for help.
In other words: Roses are Pantone Red, violets are 2602; if your brand needs some love, let Moxie help you.
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