In our most recent blog, we discussed the notion that it is more advantageous to businesses to employ strategies that speak to feelings rather than just listing features. This is true because feelings create more connection between the brand and customer, and ultimately this is a more valuable approach because emotionally connected customers buy more, stick around longer, and refer more of their connections to the brand. Now, let’s dig deeper to uncover more reasons why feelings trump features when it comes to branding.

Feelings are Easier to Remember 

Humans remember strong feelings more readily than a list of features. The popular adage, “people don’t care how much you know until they know how much you care” reinforces this basic truth. In our mass-messaged, information-driven world, features can be easily forgotten, confused or conflated. Strong, significant feelings, such as the first time you fell in love with someone or the first time you grieved a loved one, tend to stay with us for years.

 Even those feelings experienced in isolation, such as loneliness or grief, are often shared with others, creating emotional connection allows you to tap into the power of community and help your message to make more of an impression with a wider audience. We want to go through life with others, know that we are not alone and that there are others who understand, agree and relate to us. Whether it’s the feeling of frustration that often starts a person on their journey toward a solution, or the pride of accomplishment when we’ve achieved something, emotion provides lots of opportunities to connect like minded groups of people around your brand.

Feelings Make Us More Responsive (to Customers)

Emphasizing emotional connection between brand and customer puts pressure on the brand to really understand its customers, and to continue to learn about them and create and sustain deep connections with them. This is a good thing. Features of products and services can change swiftly, and what is novel today will likely be forgotten or surpassed soon. It’s not a matter of if, but when. Knowing your customer allows you to respond as their sentiments and interests change. You don’t have to change your brand everytime technology advances or your services develop, you just need to move in step with your customers. This brand strategy builds trust by creating the perception of being really tuned in to your customer. By being ultimately most responsive to them, you can respond appropriately to what matters most, and not just trends, technology, competitors or making money.

Feelings are More Resonant (to People Looking to Buy)

Emotions are close to the “buying center” for most people. A “feelings-first”, or at least a “feelings-over-features” approach focuses on what matters to your customer. One oft-cited study claims that as much as 95% of buying decisions are made subconsciously– with emotions, and not just logic or facts. Knowing this data is advantageous for those responsible for brand building. 

Features are often what is most important to the owner or brand itself. Business owners are often too in love with our stuff, and we can become enamored with the bells and whistles of our product or service. We can think those things are what set us apart or makes our product or service special. We love it because it’s ours, but tapping into feelings helps your customers love it because they can see it as theirs. 

Your business can leverage connecting with and influencing the emotions of your customers through two simple approaches. One involves strategically using design elements such as colors, shapes and typography, which can be used to inspire or evoke certain emotions. Another is through the universal language of stories, which are a time-tested way of tapping into the emotions all people experience. It’s helpful to think not in terms of what, but rather in terms of how. A great question to guide you toward how to influence or include emotional branding for your business is this: “How will the customer feel when they use our solution?”

Conclusion

Again, features and benefits are important when communicating about your brand. However, creating an emotional connection is arguably more important in creating (and sustaining) relationships that will encourage brand growth. It yields an emotionally connected customer, which is a more valuable, more loyal lifetime customer over the life of your brand. One builds awareness, and the other builds affinity. As a brand builder, if you must focus on features, consider how you can tie those benefits back to the emotional needs of your customer.

Enthuse Creative can help

Enthuse Creative can help you develop a successful brand strategy that includes emotional connectivity. Reach out to us today for a free consultation.