BRAND PERSONA: WHY YOU SHOULD CREATE A DATING PROFILE FOR YOUR BUSINESS

 

Candle-lit dinners, long walks on the beach, social media marketing strategies … what do these three things have in common?

Well, on the surface, not much. But when you start getting into the nitty-gritty of dating and marketing, you begin to realize they’re pretty similar: Both are all about getting someone to choose you, pick you, love you - over the rest of the options.

And that got us to thinking: Maybe creating a brand for your business should mimic the act of making a dating profile.

Think about it. If the goal on both items is to convert (i.e., close a sale, make a date, get a phone number), then the approach has to be pretty similar. You have to introduce yourself honestly, prove your worth, woo them into conversion, and keep them interested once you have them.

In marketing, we call that “creating a brand persona” or personifying the characteristics of your brand. It’s about turning your brand into a real-life person.

And we can do this by creating a dating profile.

Is it relevant! Very much.

In a world flooded with choices, today’s consumer doesn’t just look for products or services. They look for Connection, Experience and Engagement.

In short, they don’t want to just buy your business — they want to date it.

Sounds absurd? Maybe.

But let’s be honest: If your business were on a dating app, would anyone swipe right?

How can Businesses start building a Dating profile!

Fundamentals are same irrespective of what one does. Same goes for cooking a meal, playing a game or building a brand.

1. Yes, Attractiveness Matters - First Impressions Are Dealmakers

In business, as in dating, snap judgments are inevitable:

• Does your brand exude confidence and charisma?
• Is your narrative intriguing enough to earn attention?
• Are your offerings irresistible at first glance?

If your brand identity, digital presence, or customer interaction feels like a dull first date! Then don’t be shocked when prospects vanish without explanation. In a world full of choices, bland simply doesn’t cut it.

2. Of course there is a Spark Factor! Innovation+ Personality

Nobody dates dull. A brand without personality is like a date that talks only about spreadsheets. Your brand needs to be exciting and interesting. Show your humor. Your purpose. Your creativity. Keep innovating. Keep evolving. Keep flirting with possibilities.

3. Yes! Ye Dil mange more- Emotional Connection is always preferred to a Cold Transaction

Today’s consumers are tired of empty slogans and screaming deals. They’re not chasing deals - they’re craving depth.

Hence a brand worth committing to is one that: Pays attention, engages meaningfully, truly gets its audience and grows with them; Because much like lasting relationships, customer loyalty isn’t earned with promos - it’s built with purpose, empathy, and relevance.

4. Yes! Stop Flirting. Start Committing.

If your brand only shows up when it wants something-likes, clicks, conversions-you’re not building loyalty, you’re playing games. And your audience can smell the desperation. If you want lifetime customers, start acting like a brand worth dating.

Look at Amul-they’ve been dropping topical takes every single day since forever. That’s consistency. Or Tata Tea’s #JaagoRe—they don’t just sell chai, they stir conversations. And Zomato? They're in your DMs (and memes) every day, not just when there’s a sale.

5.Red Flags! Yes. Customers notice it

False Promises, Lack of perceived value, Late delivery, rude staff, poor UX, data misuse - all these are red flags. And remember:

Today’s customers won’t confront you. They’ll just leave. Quietly.

Bad reviews, unsubscribe, abandoned carts, reducing customer base - all signs that the relationship is on the rocks.

Final Word:

Before you pitch your next product or run your next promotion campaign, ask yourself: Would anyone date your business? If not, you don’t need a marketing campaign. You need a makeover.

"Lasting relationships result from a matching-up of values," Polgar says, in a statement that's as true for singles as it is for brands.

"The process of love is kept alive by evolving and not getting stuck," And you have to start somewhere. So, ask yourself, is your brand capable of infatuating the person you want for a customer? Do whatever you need to do to get to a resounding "yes." Then do all the little things it takes to keep your relationship endearing and enduring.

Author: Dr. Sabyasachi Rath, Professor, Dept. of Management Studies, NIST University

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