We live in a world where consumers are being bombarded 24/7 with information – both good and bad. It’s no wonder we are so tired as a society. You could say that on a daily basis, the average person is exposed to upwards of 30,000 brand messages. Talk about a competitive market.
So how do brands compete for that headspace? Well that very thought is where you can change your course. Many brands are fighting for head space when the most successful brands are the ones fighting for heart space.
Let’s take a look at Apple. What does Apple sell? It’s not just electronics. Apple is selling innovation and an emotional, sensory experience with technology. Take a look at this ad:
It’s not bombarding you with a bajillion features of the iPhone. It’s captivating your heart because you are emotionally invested. You can envision yourself in those situations. That’s why many of the most successful brands are forming stronger relationships with their consumers and it’s leading to outstanding brand loyalty.
So how can you start playing ball like the big boys? Here are a few tips to help you switch from fighting for head space to investing in heart space:
1. Become a bite sized brand
You’ll need to make your brand easily digestible. Consumers can only take so much bombardment in a round of a day. If you are too complicated and heavy, consumers will overlook you and go to the next. Not only will you not earn any heart space, but you’ll probably even miss the opportunity to gain headspace.
2. Be real
Don’t sugarcoat who you are. Consumers can only take having their hearts broken once. After that, trying to regain consumer trust will be an extremely difficult task. Remember that successful brands are those who build relationships with their audience – not the ones who look for the quick sale.
3. Get to the point
Always spearhead with your value proposition. Let consumers know why they should let your brand into their hearts. How will your brand help them define who they are?
4. Cue the love song
If you really want to earn that space in your consumer’s heart, you must serenade them on an emotional level. This is the world where feelings rule the kingdom. How is your brand pulling those emotional strings?
Warning: call_user_func() expects parameter 1 to be a valid callback, function 'bones_comments' not found or invalid function name in /home/customer/www/fuseboxcreative.ca/public_html/fuseboxwp/wp-includes/class-walker-comment.php on line 184