I don’t like when people wearing earbuds or iPods approach smiling because of what they’re listening to, not because they’re happy to see me.
I don’t like not picking people up at the airport simply because it’s easier to take Uber.
I don’t like new apartment buildings and office buildings that are built without any roads being added to handle the extra traffic their residents create.
I don’t like SUVs.
I don’t like the new Reebok logo.
I don’t like the new and angry direction of politics.
I don’t like that people dress casually to meetings and I never know what to wear.
I don’t like that most new cars – including so-called sports cars – are no longer available with manual transmissions.
I don’t like that I have almost 700 channels on my TV and still can’t find anything to watch.
I don’t like that Monday’s New York Times crossword puzzles are too easy and Saturday’s are too hard.
I don’t like stupid movies.
I don’t like the way animals are treated in factory farms and industrialized agriculture.
I don’t like that airplane seats are getting smaller and smaller while the population is getting bigger and bigger.
I don’t like wearing a tuxedo when the invitation says, “black tie optional.”
I don’t like black tie optional.
I don’t like people who talk in movies, concerts, speeches or religious ceremonies.
I don’t like it that I have never once been chosen for jury duty.
I don’t like reality television.
I don’t like soda.
I don’t like drivers who honk their horns when the light turns green.
I don’t like drivers who are too busy texting to start driving when the light turns green.
I don’t like the color green.
Except on plants.
I don’t like decaf coffee or lite beer.
I don’t like noisy little yippy dogs.
I don’t like the smell of potpourri, incense or scented candles.
Unless they’re vanilla.
I don’t like anything that makes me itch.
I don’t like pineapple on pizza.
What Does All This Have to do with Your Brand?
Wow. You made it through 30 random things I don’t like. I’d bet if you created your own list of 30 things you don’t like you’d include some of my things and plenty that I haven’t thought of yet. And chances are you’d also put some of the things I don’t like on your own list of 30 random things you do like.
What’s my point? That if you’re trying to build an All About Them brand, it’s critically important to know your customers – what they like and what they don’t like. But what’s even more important is to compile a list of the universal things they like and don’t like and make sure you embrace or eschew those things and those values in your brand.
A Good Brand. And a Great Brand.
After all, only when you can relate to the people you want to sell your products and services to will they want to buy from you. Because a good brand makes people feel good. But a great brand makes people feel good about themselves.