Every day as I go about my daily activities, I come across hundreds of thousands of products and individuals fighting for my attention and money. Different products right from the shelves, billboard, TV commercials, banners, Google ads, all echoing these words “BUY ME!”, “CHOOSE ME NOT THEM”. What is special about the businesses that will eventually catch my attention?
Well you could say the price of the product or the color. However, these factors are not enough to command my loyalty to a brand.
Most companies selling its products at a little higher price above their competitors often sell more than their competition (Coca-Cola, Peak Milk, to mention a few) often times with the products almost of equal quality with its rivals.
What makes the business successful or powerful?
How has this businesses built its brand to stand out of the crowd of products craving for customers attention? The truth is what makes this business successful and powerful is not really about their tangible quantities or benefits. It is not the beauty of the cans, or the bottles I’m not saying businesses should not have some certain benefits it offers its customers but research has shown that benefits alone in traditional marketing is no longer sufficient to make a product stand out of the crowd.
Products are made in the factory, but brands are created in the mind
These brands have been able to think out the box and go beyond the boundaries of logic, extending into emotions. To consumers, the impulse to buy products and make use of services is on the basis of information and facts. However, this is not entirely correct. We are exposed daily to conflicting opinion about brands, so how can we possibly make any logical decision about anything? We simply cannot.
Bad experiences trigger negative emotions while positive experiences trigger positive emotions which in turn build trust. This means logic does not influence your purchasing process, emotion does.
What is emotion?
According to some neuroscientists, emotions are distinct from feelings; emotions are the generators for feelings. As far as branding is concerned, we are taking about sets of psychological structures, sets of experiences that are formed in the mind of the customers and triggered by experiences.
Let’s take a look at how the human brain functions for better clarification.
The two pathway of thinking
The left brain processes facts and figures (logic) while the right side process feeling or emotions. The rational path is said to process information is a linear order one after the order while the emotional process information is in a parallel order. This faster route doesn’t connect information in a logical manner; study shows the emotional structures that manages our emotional responses and connects them to the part of the brain, controlling our thoughts wider and stronger than the pathways in the rational processing systems. Thus, the right side of the brain is always one step ahead of the logical part. Can you see emotions have an influence on our purchasing process?
Antonio Damasio, a neuroscientist, made a discovery many years ago when studying people with brain damage. In his findings, emotions are generated here is what he discovered. He found this people appear normal, except that they were not able to feel emotions. But they all had something in common: they couldn’t make decisions. They could describe what they should be doing, yet they found it very difficult to make even simple decisions, such as what to eat. With no rational way to decide, these people were unable to arrive at a decision.
I continue to be fascinated by the fact that feelings are not just the shady side of reason but that they help us to reach decisions as well.
To build a successful and powerful business you need to create a customer experience that will become part of the customer’s long term memory not just with beautiful logos, delivery packs and bright colors. This is fine but it is not enough to command customer loyalty. Without a brand, the business owner is left with a commodity. A commodity does not command loyalty, it only focuses on price. I would suggest that instead, physical values are transposed into emotional connections with your customers because the customer of today word has changed.
The new customer
Today’s consumer is evolving. With the 21st century wife clamoring for equal rights to bring their own share of the daily bread to the table and with various institutions twisting what used to be considered as the norm to what is for the greater good, branding can no longer remain what it used to be; the customer is evolving.
In dealing with today’s customer we need to create a customer experience that will become part of the customer’s long term memory. Create positive emotions with your brand because people buy on emotion and later justify will logic reasons.
A brand is not a logo, brand identity is not even a shape or color. It is the holistic experience a customer has with your product, service and organization.
My advice is that brand experience should ensure that a customer feel respected, valued, appreciated connected to your brand and are safe buying from you.
bad experiences triggers negative emotions while positive experiences triggers positive emotions and positive emotions builds trust