You may think that customers are purchasing your product or using your service just out of utility, but you’d be wrong. Customers are buying the experience or the reputation that goes along with that product. Women don’t just buy designer handbags because they find them pretty – they’re buying the reputation that goes with being seen out and about carrying one. Men don’t buy Harley Davidsons just because they’re the best bikes out there – and Harley knows this.
Develop your brand around emotional benefits
- List the features and benefits of your product / service. A feature is an attribute – a color, a configuration; a benefit is what that feature does for the customer.
- Determine which benefits are most important to each of your customer segments.
- Identify which benefits are emotional – the most powerful brand strategies tap into emotions, even among business buyers.
- Look at the emotional benefits and boil them down to one thing that your customers should think of when they think of you. That’s what your brand should represent.