You probably don’t consider yourself judgmental, right? But when see a really cool, chic website with great content the chances are that you assume that the company is one that you would like to know more about. If you consider yourself to also be cool and chic, that is.
Whether you feel a connection or not, you’re making a judgement about the brand. It’s fine. We all do it.
It’s the only way to discern the brands with which we have an affinity from among the hundreds of brands that compete for our attention everyday.
When we interact with a brand at one of many digital touchpoints like the website or social media or real-time touchpoints like a brick and mortar location or off-site advertising and signage, we subconsciously process a lot of things very quickly. Do we like this brand? If so, how much? Do we want other people to know we like it? Do we want to engage with it on social media? What will the products or services be like? Will this brand provide meaningful experiences?
Brands are kind of like people in that way. We make a judgement on how the brand presents itself and how it feels to us to determine whether we will spend time and money with it.
Just like the friends you keep, the brands with which you associate tell the story of who you are.
Here's an example of a brand that I really like, a relatively new luggage company called Away. I was interested in the design and features of the luggage, like its ability to charge my phone or iPad, but what made me buy the suitcase was the brand's story, its voice and overall design. Typically, I do not get excited about suitcases. But I have to admit, I was super excited to receive it. I travelled with it, I wrote a review on it and I am always proud to be seen with it. I also subscribe to and actually read the newsletter! The visual storytelling is quite compelling.
Take a look and you'll see what I mean:
Brands that truly share the core values of their audience, speak with a voice that feels authentic, and engage in behavior that is consistent with its messaging have the best chance of making a real connection. If it results in valuable audience engagement, increased spending and loyalty, isn’t a little judging worth it?
I'm a strategic marketing communication consultant who works with premium brands to tell compelling brand stories, guide perception, drive engagement and build loyalty to win hearts and wallets. Find out more about me at www.royanndean.com, follow me on Twitter @royanndean and Linkedin.