A brand's emotional connection with consumers makes a difference.
Almost all competing and similar products offer roughly the same physical benefits/solutions to consumers' needs. However, an emotional connection with consumers will tip the scale and get them to choose your product and be willing to pay more for it.
According to the Harvard Business Review, customers who feel an emotional connection with a particular brand generate disproportionate value for that brand, they are:
- At least three times more likely to recommend your product or service
- Three times more likely to re-purchase
- Less likely to shop around (44% said they rarely or never shop around)
- Much less price sensitive (33% said they would need a discount of over 20% on the competitive product before they would defect).
People become emotionally connected to a brand for several reasons:
- It shares consumers' values; it stands for something important to them.
- It connects with consumers on multiple levels across several senses; it's intense, vibrant, and attractive.
- It represents how consumers want to be seen and feel; it's admirable.
- It consistently interacts with consumers and never disappoints them.
Building a brand that connects emotionally and forms a bond starts with having a deep understanding of consumers. Knowing who they are, their lifestyle, what's important to them, when and where they are open to messaging, and most importantly, what motivates them, enables you to build a brand that will resonate with them.
Finding the sweet spot, the intersection of consumer wants, motivations, and desires, and a brand's promise provides the insight to build upon and develop a brand that resonates with consumers, meeting their physical and emotional needs.
It appeals to the heart and lets the heart seduce the mind.