Why Idiosyncrasy Credits are essential to effective marketing and branding.

When it comes to marketing, having a good reputation and being seen as an authority on the subject matter can go a long way. But just being an authority is not complete enough in today’s world. Quite honestly, it can be just plain boring. One must also have the credibility to deviate from group norms because nuance is what engages people and drives loyalty. This is where many marketers fall short.

Having idiosyncrasies or in other words, a distinctive and original characteristic or personality is what allows the person communicating to be trusted and followed. When it comes to marketing, this is essential in building a unique and trusted brand.

In social psychology, Idiosyncrasy Credits (ICs) (developed by U.S. psychologist Edwin P. Hollander) are essentially the goodwill that an individual has built up over time by conforming to group norms. This allows the person to occasionally deviate from those norms without fear of reprisal. Idiosyncrasy credits are earned through either conformity or competence. So before someone can deviate from a group, they must first conform to the group’s norms or demonstrate competence in the direction they wish to take the group.

For example, if a company is trying to sell a new product that is significantly different from their previous offerings, they need to have Idiosyncrasy Credits in order to persuade potential customers to try the new product.

The idea of Idiosyncrasy Credits is essential in understanding how to create an effective marketing strategy. By building up Idiosyncrasy Credits, companies can create a foundation of trust that will allow them to deviate from the norm and create truly unique and effective marketing campaigns.

Here are three tips that can help build ICs that in turn can fuel a strong marketing strategy and ultimately build brand loyalty.

1. Be Consistent

The first and most important tip is to be consistent. This means conforming to group norms on a regular basis. The more consistent you are, the more Idiosyncrasy Credits you will earn. This will give you the credibility to deviate from the norm when it comes time to market your new product.

2. Establish Yourself as an Authority

The second tip is to establish yourself as an authority on the subject matter. This can be done by writing articles, giving speeches, or conducting research. ICs are earned by being competent, so it is important to demonstrate your competence in the direction you wish to take the group. The more expertise you have, the more Idiosyncrasy Credits you will earn.

3. Be Unique

The third and final tip is to be unique. This means having a distinctive and original characteristic or personality. Idiosyncrasy Credits are all about being different, so it is important to stand out from the crowd. The more unique you are while following the above two tips (conforming and authoritative), the more ICs you will earn.

These tips may seem to slightly contradict each out. However, it is important to remember that Idiosyncrasy Credits are built over time. They are not something that can be earned overnight. It takes years of consistency and expertise to earn the trust of a group. Once you have earned that trust, you will be able to deviate from the norm at times and create truly unique marketing campaigns and communication strategies.

I would be remiss to end this without stating the obvious, Idiosyncrasy Credits are not a free pass to do whatever you want. There still need to be guidelines and limits in place. Idiosyncrasy credits are about building trust and credibility, so it is important to use them in a way that will ultimately benefit your audience as a whole. Authenticity and imperfect humanness are still essential. These two factors are essential in any marketing campaign, and understanding the concept of Idiosyncrasy Credits will help you get there faster!