Let’s talk about feelings for a minute.
Don’t worry, it’s not a heart-to-heart about your innermost dreams and desires. We’re talking about the feelings your branding creates.
It’s often said that your brand design and messaging should create a feeling, but there isn’t as much said about what the heck that means. How do you create that brand feeling, or even decide what feeling it should be? In the end, it all comes down to what your customer needs, and how you handle that need through the experience you provide.
How Do Your Customers Feel?
Hopefully, you have at least some idea of who your customer is (if you don’t, we have a branding course that can help you!). Now, it’s time to put yourself in their shoes: how do your customers feel when they first come to you? And how do you want them to feel once you’ve helped them?
Perhaps they came to you feeling stressed and overwhelmed, but you want them to leave feeling calm and in control of the aspect of their lives you helped them with. Or, maybe they had a case of the “blahs,” but your product lifted their spirits! When your brand speaks to people on a level that addresses their feelings, it helps you connect with your ideal clients, and helps them remember you.
What Experience Does Your Business Give Them?
Every business provides a unique experience, from the moment you connect with a customer, all the way through to you closing the deal, and the client going home happy. That unique experience is part of what makes you different from your competition. There may be a few other businesses (or a lot!) who offer what you do, but your approach is almost certainly different from theirs!
Maybe you offer an experience that’s fast and efficient, so they get what they want right away. Or, perhaps your brand experience is one where you spend more time, but tend to their every need so they feel well cared for. You might design a product that appeals to many people, or individually tailor each thing you make to each new client.
These are just a few different approaches to business, but they all offer very different experiences. Think about what your process looks like, and how it helps you create the feeling that you want your customers to have when you’ve wrapped up doing business with them.
Focus on the Journey
Finding out which feelings fit into your branding doesn’t have to be complicated: just focusing on how your customer feels, from start to finish, can help you get at the heart of the good work you’re doing every day. By looking more closely at that journey, you can choose the right words, colors, and design aesthetics for your brand, appeal to those ideal customers, and guide them from feeling stressed to being happy.
Need help getting your brand in order? We’re developing (Honestly) Bona Fide Branding, an online course that guides you through the core pieces of your brand, so you can draw in the right customers for you. That means you’ll make more money and love your job more. Sound awesome? Apply by March 18th to be included in our first run of the course!