A brand is about the feeling you want your customers to experience when they think about or use your products. Ask yourself these questions:
- What emotions does my product naturally evoke?
- What emotions would I like my audience to feel when using my products?
- What emotions are important to my audience?
- What emotions do my competitors’ brands evoke?
- Which emotions are a good fit with my product, company culture and overall business?
Here are ways to determine which emotions are important to your audience:
- Brainstorm. Sometimes common sense tells you which emotions are appropriate for a product and which are not appropriate.
Let’s suppose you’re selling baby products. It makes absolutely no sense to create a brand based on a feeling of power, as most people don’t associate this feeling with babies. Common sense tells you that emotions such as joy, love and security are a much better fit for baby-related products.
- Ask your customers what they think of or how they feel when they use your product.
Note: the key here is to be sure you’re asking open-ended questions that aren’t skewed in any way. In other words, you don’t want to create leading questions. Oftentimes people who take surveys tell you what they think you want to hear (they’re people pleasers), or they’re simply susceptible to suggestion. You want to make sure your questions are neutral/unbiased.
Let me give you an exaggerated example. Imagine if you created a question like this: “Many customers feel joy when they use this product. Do you feel joy too?”
This is a leading question, because you’re going to have a higher-than normal percentage of people saying yes because they want to conform and be like others who feel joy.
Instead, you can simply ask: “What sort of emotions do you experience when you use this product?” or, “How do you feel when you use this product?”
That way, you aren’t leading people to a specific answer.
- Eavesdrop on your prospects. Read their product reviews, group discussions and blog comments to get a sense of what’s important to your audience.
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For example, let’s suppose you’re selling fitness-related products. You might read product reviews on Amazon for similar products. Perhaps you’ll discover customers talking about feeling healthier, more attractive, or even happier when they’re using the products.
You can also go offline to learn more about how people feel. For example, if you’re selling fitness equipment, then you might go to a fitness gym, workout alongside your market, and casually talk to people who’re using the equipment. This will give you some insight into how they feel or how they want to feel.
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