Memes have long become an integral part of our lives.

Not a day goes by that we don't share some picture with friends, like or repost something to our account. Initially, memes were born spontaneously. But marketers quickly appreciated their capabilities, and now they use them as a tool to attract an audience. Of course, if the company does not mind, many still doubt this method of promotion. Vlada Koko, entrepreneur, personal brand expert, creator of image marketing, is sure – in vain. In an interview with Stars, she shared the features of the approach and gave some useful advice to business.

— Vlada You have created an image marketing method from scratch. Tell us what it is and how it helps personal and commercial brands?

– For most people, image is only a material manifestation: clothes, accessories, makeup, car, apartment. In fact, it is a much broader and deeper concept. It includes both the manner of conducting a conversation and behavior in public. That is, not only visual, but also kinetic, verbal image, status, tone of voice, content that you shoot. And so on. Only to the smallest detail a well-developed personality, in which everything is balanced and interesting, attracts the audience, makes the expert a star in his niche and scales the business.

I've worked with many brilliant entrepreneurs and talented artists who came in with the same problem – no fame and no high income. This happens because they do not know themselves, they do not know how to control the attention of the public, they do not care about sales at all. The task of image marketing is to be able to competently draw attention to a personal brand and business, and in the future to build a sales system that will bring potential customers.

“Therefore, a successful business always needs to be heard. How to achieve this?

– First, stop being “one of them”, show up as a leader. To scale, you need to create “the number one product in the market.” Secondly, to constantly generate newsbreaks. You can focus on big and loud ones in order to give food for media discussions, and therefore, affect the largest possible audience. Or run small ones every day in order to keep the interest of the public in the background and constantly. Both schemes are equally effective. But the first one is more expensive. But a well-created meme sometimes does not cost anything, but it will travel the Web for the benefit of business for a long time.

– What kind of content attracts the attention of the audience better?

– Provocative. These are just the very mini-newsbreaks: rils, challenges, humor, “with a twist” answering questions that are relevant to the audience, touching on close topics, familiar situations. Such materials always increase the reach and recognition, pushing the opinions of different people. Many are afraid to joke, post memes, voice an unpopular opinion, or talk about funny events. However, viewers and readers are more likely to share such content. Without using these tools, you will sooner or later get bored with the audience.

“But here it is important not to stray into vulgarity and not cross the boundaries of what is permitted. Any provocation should be done gracefully, tastefully. Without black hype or deceit, the audience will figure it out,” warns Vlada Koko, entrepreneur, personal brand expert, creator of image marketing.