|
Why does emotion matter?
Herman Muschamp, the boisterous New York Times architecture critic wrote “…in the last 50 years, the economic base has shifted from production to consumption. It has gravitated from the sphere of rationality to the realm of desire, from the objective to the subjective, to the realm of psychology.” His message? In a post-industrial society, material satisfaction is so easily attained that emotional fulfillment is now the real challenge for business. The key subconscious purchase question has shifted from “What does it do?” to “How does it make me feel?”
Feelings not features
In our commercial universe, brand dominance is no longer driven by product efficacy. Instead, brands that form strong bonds with consumers win. This new reality is especially true when it comes to Millennials. According to Technomic, a food industry research firm, Millennials create emotional connections with brands that are socially responsible and sustainable. If they feel this way about fast food, one can only imagine their expectations when it comes to more substantial purchases.
Today’s consumers expect brands to inspire them. Emotional connections drive passion, loyalty and advocacy. They influence the strength and length of a customer relationship.
89% of consumers lack a personal connection
Buying decisions are driven by emotion, yet 89% of consumers feel no personal connection to the brands they buy, according to a recent Forrester Research study. Without an emotional bond, customers can be easily swayed to try a competitor’s product. Emotions drive action, so the sooner you evoke them, the better.
How do you build a brand with which your customers connect emotionally?
- Identify a single concept that resonates with and is valued by your customers. We’re talking a feeling, not a feature. A feature is a tangible aspect of your product or service. Features can be commodities. Feelings can’t. They must be authentic and differentiating. Yes, it’s hard. It takes soul searching and smart research. Think Volvo and safety; Zappos and service; Shinola and patriotism.
- Develop messaging and imagery that elegantly communicate your point of differentiation. Nike aced it with “Just do it” and the swoosh. Apple’s ads and packaging convey a lot with a little. Simple yet sophisticated single product shots with few words evoke a lot more emotion than multiple product images and lots of words.
- Focus on a niche audience and nail it. Once you’ve connected with them, they’ll spread the word.
- Consistently and frequently communicate and demonstrate your point of differentiation. The message may be clear to you but your customers may not obsess about your brand like you do. Continue to innovate and add products and services, but ensure they support the brand’s unique positioning.
What brands have mastered creating an emotional connection with their customers?
Subaru & love
Subaru understands that it is a niche brand, and it does not try to be all things to all people like Honda and Toyota. The brand has had great success by focusing on the mindset and emotions of its audience. The “Love” advertising campaign has contributed to 44 consecutive months of sales growth. Instead of advertising a laundry list of features and price promotions, Subaru tapped into the mindset of the customer who buys the brand because of an active, outdoor lifestyle — and yes, loves the brand.
REI & exploration
REI just announced it will be closed for Black Friday, urging customers to #OptOutside instead of shopping. A button on their website asks visitors to “Join us outside”. In an unprecedented move by a retailer, REI is closing its 143 stores, paying its employees and urging people to use social media to share what they’re doing on Black Friday. REI has been true to its story since 1953 when 23 mountain climbing buddies started what is now the nation’s largest consumer cooperative. The brand’s point of differentiation is clear: REI believes that a life outdoors is a life well lived.
Harley-Davidson & freedom
How does a 110-year old motorcycle brand achieve worldwide cult status, get a movie named after it, attract thousands of people from around the world to its hometown of Milwaukee to celebrate its anniversary, and achieve gross margins of 40% and operating margins of 20%?
Harley-Davidson was a social brand long before we had a name for it. It sold a lifestyle to a generation of Americans who yearned for safe rebellion and the freedom of the open road shared with kindred spirits.
Customers don’t necessarily remember what you do for them as much as they remember how you make them feel. Isn’t it time you got emotional?
Read more Viva’s Blogs at www.VivaLaBrand.com
|
