There are literally thousands of brands out there vying for your attention every minute of every hour of every day. So how does a business stand out in a sea of clutter? How does it become a "memorable" brand that customers think of, relate to and buy from again and again?
The key: tune in to your customer's emotions!
If you're looking to make a shift in your business, it's time to focus a little less on hard-selling your services, products and features. They inherently add no value unless they actually do something for your customers.
Try instead, to think backwards starting with the end result you hope your customers will experience. After they have purchased your products or engaged your services, how will they feel?
Every Business Can Sell Emotions
Take a clothing store, for example. Most boutiques don't just sell clothes. They sell confidence and beauty, and depending on the brand, their customers maybe even feel a certain level of social status and a sense of belonging to an exclusive group of people.
Another example would be an auto repair shop. Yes, they can fix vehicles and provide regular maintenance services which is what most auto repair shops will advertise. But how do you feel when you know that you have a vehicle that is functioning well and you can rely on it to get you where you need to go? I definitely feel peace of mind, trust, and so much less stress knowing that I'm going to make it to my appointments, meetings and kids activities safely and on time!
Putting some thought and strategy into selling emotions (how people will feel when they work with you or buy your products) will resonate so much more effectively with your audience and help your brand stand out in a unique way.
Large Scale Emotions
Most major brands have this figured out, and most people probably haven't even picked up on it. They see a fun commercial and think they are being sold a name brand commodity. They are actually being sold on emotions, which is why these brands stick out to us so well! For example:
CocaCola doesn’t sell soda.
Dove doesn’t sell body wash.
They sell self esteem, self love, and beauty.
Rolls Royce doesn’t sell cars.
They sell status, luxury, and success.
Old Spice doesn’t sell deodorant.
They sell humor and manliness
Red Bull doesn’t sell energy drinks.
They sell excitement, youth, and adventure.
What About Branch?
At Branch, we provide strategic branding and design. But how do my clients feel once we launch their new brand or website? They feel polished, professional and confident! They know that they have a brand that will resonate with their audience and help them move their business forward. Not only are my clients happy, but that result makes my heart so happy too! Ahh...that feels so much more relatable than simply saying "we sell brand strategy," don't you think?
What emotion does your business sell? How is this emotion different from your competitors? Our brand strategy process at Branch can help you uncover and implement these emotions to help you better connect with your customers and become a more memorable brand.