What Makes a Brand Winsome?
Breaking down one of our core values—winsomeness—and why it’s important for brands
The North Wind and Sun had a quarrel about which of them was stronger. While they were disputing with much heat and bluster, a Traveler passed along the road wrapped in a cloak.
"Let us agree," said the Sun, "that he is the stronger who can strip that Traveler of his cloak."
"Very well," growled the North Wind, and at once sent a cold, howling blast against the Traveler.
With the first gust of wind, the ends of the cloak whipped about the Traveler's body. But he immediately wrapped it closely around him, and the harder the North Wind blew, the tighter the Traveler held it to him. The North Wind tore angrily at the cloak, but all his efforts were in vain.
Then the Sun began to shine. At first his beams were gentle, and in the pleasant warmth after the bitter cold of the North Wind, the Traveler unfastened his cloak and let it hang loosely from his shoulders. The Sun's rays grew warmer and warmer. The Traveler took off his cap and mopped his brow. At last, he became so heated that he pulled off his cloak, and, to escape the blazing sunshine, threw himself down in the welcome shade of a tree by the roadside.
You may be familiar with this story from Aesop’s Fables. The lesson is clear: Over time, the warm Sun removed the Traveler’s jacket better than a strong North Wind. The Sun was gentle and gradual in its approach, while the North Wind was abrasive and bitter.
It is this approach—the superiority of kind and gentle persuasion over force and bluster—that defines winsomeness, an often-overlooked quality that means “tending to please or delight.” Adjectives for the word winsome include cheerful, optimistic, bright, sunny, buoyant and upbeat. These characteristics are of great value, as they help us communicate in a persuasive and engaging way.
As our world is marked by increased vitriol, unethical behavior and abrasive communication, we are uplifted by the optimism and hope that winsomeness provides. Indeed, our brands need to be more winsome to capture the hearts of our audiences through a cheerfully compelling personality.
So, what does it look like for a brand to be winsome? Two things are key: approach and people.
How can a brand have a winsome approach?
A brand’s approach is vital since a successful brand strategy can help improve loyalty, drive brand awareness, build repeat business and inspire word-of-mouth marketing and referrals. A winsome approach should evoke positive emotions, and connect with customers and clients on a deeper level. Is your company’s approach upbeat and engaging? Is your brand warm and memorable? It likely should be.
Consider Apple, which for years has successfully engaged consumers through a sense of belonging by creating people-driven products. The “Get a Mac” campaign that launched in 2006 was instrumental in shaping Apple’s reputation with consumers, and its ads were relatable, easy-going and humorous. This sense of belonging has continued to play an important role in Apple’s brand over the subsequent decades.
How can an organization have winsome people?
Winsomeness is also an important characteristic of a brand’s people. Winsome brands have winsome teams behind them. Your employees can be your greatest asset, impacting your organization positively or negatively. The good news: You can empower your employees As representatives of your brand, your team and the ways in which they communicate are paramount for how your brand comes across to your target audiences. Posture and tone are key, no matter the circumstances.
Interestingly, one study showed that people respond to brands in much the same way they instinctively perceive and judge one another—on the basis of warmth and competence.
Does your team personify your brand? Do they warmly and easily connect with customers and clients? Do they know and winsomely adopt the company’s values, mission and vision? They should.
Does your team personify your brand? Do they warmly and easily connect with customers and clients? Do they know and winsomely adopt the company’s values, mission and vision? They should.
No matter your business and no matter your customer, it’s never too late to capture hearts and minds through winsome behavior. Let your speech at all times be gracious and seasoned with salt so that you may never be at a loss to know how to answer anyone.