May 17, 2022

“I don’t know!” will most likely be your answer to that. Followed by “What does that have to do with me and my business anyway?”. And it’s a fair question. If they’re buying your product or service then that’s all that matters, right?

Well, yes that does matter. However, I would suggest that the answer to that question really is… no. You should definitely be thinking about your customers’ emotional response to your brand and I’m going to explain why.

Think about the last purchase you made. What did you buy? Why did you buy it? Was it a necessity or an impulse purchase? What do you think influenced your decision?

Were you influenced by the branding, or perhaps an online review, maybe the product colour, or perhaps it all came down to the price? Whatever it was that drove you to your final decision, chances are it was informed by an emotional response. Whether you were aware of it or not.

Most of us believe that the choices we make result from a rational analysis of available alternatives.

Whereas, in fact emotions greatly influence and, in many cases, even determine our decisions.

When we are confronted with a decision, we draw on previous experiences and emotions and affix values to the options we are considering. These emotions create preferences, which ultimately lead to our decision.

It makes sense then that if your customers experience a positive emotion as a result of purchasing your product or service, it will increase the likelihood of them returning to your business and making another purchase. They may even begin to form a loyalty towards your brand.

If that is the case for positive emotions, then it also makes sense that, if they have a negative experience, not only will they not return for a repeat purchase but also, if the experience was bad enough, they are likely to go out of their way to tell other people about their negative experience of your brand.

So how do you get to know your customers on an intimate, emotional level to be able to influence their decisions and ensure they have a positive experience of your brand?

It’s important to realise that their relationship with your brand is not about money. Your product or service is providing something which enhances or assists in their lives.

For example. If someone buys a drill, they don’t need a drill, they need a hole in the wall. But then actually they don’t really need a hole in their wall, they need to make a hole in order to insert a screw so that they can hang a picture. What they actually want is to enjoy looking at a picture on their wall and the drill helps them do just that.

So what does your product or service help your customer do? What outcome is it helping them achieve? Once you know this, you know what emotional response they’re having as a result of buying your product and engaging with your brand.

All customers want to feel special. And if you can identify the value that your product or service brings to their lives, then you’re on to a winner. Adding value to the lives of your customers is something that every business can do to elevate the customer experience.

What can you offer your customers in addition to your product or service? How can you place your brand at the forefront of your customers’ minds? What can you do to create an unforgettable experience for your customers that will keep them coming back time after time?

Building on your customer experience allows you to develop relationships with your customers which will enable you to connect with them on levels that go past simply getting the sale. A personalised service, attention to detail, and prompt response to any issues will deliver considerable intangible value to your business in the long run.

Ultimately, it’s about caring about your customer and never losing sight of what truly matters to them. Keep your brand emotionally relevant and in the forefront of their minds and you can be sure to be their first choice every time.