Successful brands know that decision-making is critical and ongoing.
Whether we know it or not, all of us make decisions based on the way we feel about the environment around us. When we order a meal we make that decision based on how we think it will make us feel, how it will taste, how nutritious it will be or to just plain stop our stomachs from growling! When we land on a post that peaks our interest we stay if it continues to reel us in. Then we keep reading if it feels enlightening or enjoyable; if it evokes some type of intellectual or emotional response. Our goal is to connect with the reader, enticing them with something that they want. Then, when one of the reader’s daily 35,000 decisions is about our product, we will come to mind because of the feelings that they experienced when they interacted with us. Overtime these responses are what yield brand loyalty.
A successful brand makes its customers feel valued.
If your clients are having to hurdle over road blocks or “put up with” an uncomfortable sales process, you are not meeting them where they are at. A potential client wants to be pursued and desired. They want their time and money to be appreciated and respected- providing them a feeling of security. If they are compromising their comfort, they are just as likely to leave for another vendor who meets those emotional needs.
What if, instead, you create a process that values your prospective client. A way of communicating that brings clarity at each interaction with your brand. If engaging with you and your brand is an enjoyable experience then it’s quite possible the solution or product you are offering doesn’t have to carry so much weight. It doesn’t have to be THE perfect solution for the person walking into your business, sitting across the table from you or reading your post on social media.
A successful brand knows that the process is just as important as the outcome.
If a person enjoys the feel and aesthetic of your brand, they may try out a product or service because they like you. When their friend needs the product or service you provide, they will share their experience with a feeling of pride due to the great interaction they have had. If your solution IS indeed perfect for them, all the better! But you will rest assured that you provided more than a great product. You provided a solution and you developed a relationship. Think about it, would you rather refer someone to a good friend or a faceless name?
How then do we honor the time and energy they spend engaging with our brand? Aesthetics and Clear Communication.
- Aesthetics says:
You matter. This interaction is likely to elicit an emotional or intellectual experience that is valuable to you.
- Clear Communication says:
Your time is valuable. I won’t confuse you. I am offering you a solution that will make life easier.
Here’s an example of how this idea plays out.
Scenario One: I walk into Cafe-just-okay-A.
Being married to a graphic designer, I’ve been known to notice a font or two feeling out of place. Sign on the door is a big, hard to read acronym. Makes me feel confused.
Inside is a random mix of decorative styles. Makes me feel agitated.
Professional greets my family and I. Professional acts…unprofessional. Makes me feel uncomfortable.
Product is served. Ta-da! It’s amazing. Love it. I’d totally come back for this.
But, had I just stopped in to grab a menu, or had I purchased any other possible product, would I come back? Nope. The atmosphere just didn’t do it for me. I felt…almost…disrespected and disappointed.
Scenario Two. I walk into Brilliant-business-B. [Insert choir of angels here]
It’s lovely inside. Decor is absolutely in sync with type of business residing here. This compels me to consider staying all day.
I walk up to the counter. Server is charming, obviously happy to work here. I gladly hand over my card to pay for a product because at this point it could be a $3 glass of ice water.
And when I taste my coffee, mmm. Its as delicious as I would have expected. I like it here. I will tell my friends.
One final thought
Successful brands attend to not just spectacular products, but an emotional feeling that continues to entice their client after they walk out the door. By offering cohesive branding and product marketing your client will receive the aesthetics and clear communication that gives your brand it’s emotional roots. Therefore, your client will feel valued and sought after and will use and recommend your product with a feeling of pride that will keep them, and their friends, coming back. Use your branding to inspire a relationship, not just sell a product, and you will find the success you are working for.
If I’ve hit on a topic you want to explore more, let’s set up a time to chat.