In a world of viral videos and social media posts, it’s easy to focus on trivial techniques in order to draw attention to your brand. But social media is not the essence of your brand/customer relationship. The essence lies within how you “court” your audience.

1. How to Create a Brand Relationship
Five Steps to Courting Your Target Audience
Marshall Strategy
December 2013
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www.marshallstrategy.com
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2. Brand
relationships
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3. begin like any
relationship.
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4. There are five steps
involved in establishing
a successful brand
courtship.
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5. Step 1 Differentiation
finding the one who stands
out among the rest
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6. Step 2 Relevance
determining if there’s a connection
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7. Step 3 Delivering on the promise
making a commitment based on
the strength of the connection
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8. Step 4 Energy
investing effort in the relationship
to maintain an upward trajectory
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9. Step 5 Loyalty
finding a long-term bond
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10. Conclusion
In a world of viral videos and social media posts, it’s easy to focus
on trivial techniques in order to draw attention to your brand. But
social media is not the essence of your brand/customer
relationship. The essence lies within how you “court” your
audience.
Through these five steps – looking for differentiation, finding
relevance, delivering on the promise, investing energy and showing
loyalty – brands can transition from the “first date” with your
audience to a successful, long-term brand relationship.
For more information
www.marshallstrategy.com
© Marshall Strategy 2013
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