Elias Rima is an expert on branding and product development.
In this article, Elias Rima shares some insights on branding and building emotional connection with consumers.
Okay, so you have a strong brand, built a legion of loyal customers, and now want to boost your product conversion. You have checked all of the boxes. Now what?
One important thing to consider is the emotional bond between your customer and your brand. Have you ever noticed that even though different stores carry the same product you love, you prefer a certain location over the others? There could be a variety of reasons about the location: It is visually attractive, it is clean, it is well-lit, there is better customer service, and you feel “good vibes” all around. Unconsciously, we as humans tend to avoid places or people that can spoil our experience of something we have already associated with something positive. You don’t want to connect the joy you get from having a certain product with a place you relate to as unappealing or with low vibes. Even within your own house, you prefer certain places over others to enjoy your favorite snack or ice cream.
That is why you should be extremely careful when selecting where you allow your goods to be displayed or sold since once they are out there, they become not only a product but also everything around them. Here are my pointers:
1: Because the primary goal of your product is to remain forever in the minds of your customers, it is key for this purpose to consider selecting the appropriate channels for it carefully.
- You want your product to be distributed at locations that are convenient to reach by car or public transportation. There is nothing more enjoyable than going to a place where you know in advance that it will be easy to get there.
- Parking your automobile and finding a spot are both simple tasks. Just as important as it is to get somewhere, the ease of not only getting a parking spot but also how easy is the process of parking is something that plays a crucial role in the minds of a customer, especially when the objective is to create such a pleasurable that customers want to return time and time.
- Safe and visually appealing location. It goes without saying, but the neighborhood or location where your product will be offered is an important factor when considering whether to go for a product or service, it can be the difference between a quick yes and an easy no.
2: Your product should be displayed in a way that immediately grabs the customer’s attention, resulting in a positive emotional connection. A clean, neat, well-lit area that is immediately visible to everyone is a key element because this first impression is where approximately 60% of people make a decision about your product, and if you can capitalize on that by increasing the power of the visual elements available to you, the conversion rate will automatically increase. About 18% of customers will purchase your goods on impulse simply because of the way they are presented, triggering a visual interaction that drives them to purchase them.
3: Your product should be sold in establishments where customer service is a top priority. If the visual impact is key to enhancing recognition and conversion, customer service can easily be the difference between a repeat customer and a sore one who, as a detractor, will not only sever ties with the product but also spread his negative experience to all of his social media outlets. As a result, it is crucial that your product be made available in locations where customer-centered service is prioritized, ensuring more revenue for your brand and acting as the face of your items in your absence.
4: Consistency: Your product’s quality must always be consistent with what your customers expect, whether for wear or consumption. Even a TV show can lose consistency and be the final season for them. So, you never, ever sacrifice the amount and quality of a product to lower its price. This is a key element of customer loyalty: your customers will always be thankful your brand is dependable.
In conclusion, your product must have a life of its own so that your customer has a positive, inspiring connection to it. The visual and material elements of your product must combine in such a way that it consistently elicits positive perceptions, both instantly and over time, for them to connect with it emotionally and form a lasting relationship. In this way, you have created a customer journey filled with positive experiences, from the initial spark to ownership of your product or service.
Elias Rima is an expert on branding and product development. Through effective campaigns that have resulted in remarkable business growth. He can be contacted at eliasrima3@gmail.com
