The Five-Second Brand

Late last year, Gen Y financial expert Peter Dunn blogged on MediPost about engaging Gen Y (generally defined as the more than 70 million Americans born 1977 to 2002) consumers. The basic gist of his post was that holding the attention of this “elusive and tech savvy” generation is developing a “five-second brand.” They live their lives buried in a mobile device so the five-second brand must resonate on that platform. Also, they’ve never had to deal with a dial-up connection; it’s unlikely they will tolerate a brand that takes 30 seconds to explain.

Dunn offers three tips for getting a brand noticed in just five seconds.

First, be authentic. Let your brand’s true personality shine through the messaging. You either have authenticity or you don’t—your ability to demonstrate it will win you attention.

Second, your audience needs to feel like they can interact with your brand. Gen Y hates being told what to do. Offer open dialogue (not a suggestion box) that has their name alongside your brand. Go so far as to include members of your audience in your brand.

Finally, be casual. Even if you tend toward the formal, you must recognize the importance of casualness when targeting Gen Y. Resist the temptation to think business suit when your audience is jeans.

While we don’t encourage you to fake it, it is worthwhile to dig deep and try to find the true (i.e., authentic, interactive, and casual) voice of your brand—and be able to convey it in five seconds.

Photo by Darren Hester