Why Great Products Aren’t Enough

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When brand marketers get to work, products and services rule. Features, benefits, cost-savings, and other relevancies are stressed to the breaking point. Should be enough for consumers, right? What more could they want? Plenty, according to current observations. Apparently, what these picky folks desire -- besides quality craftsmanship and a mouth-watering price -- is a chance to connect with something more – your brand. Basically, consumers really want to like you – whoever you are.

Marketers must realize that brand likeability is distinct and separate from product or service approval. True, the two complement and support each other. Nevertheless, they are seen as separate facets by an increasing number of consumers.

Thanks to social media’s growing popularity, the various platforms provide ample opportunity for generating brand likeability. To this end, brands should nurture a ‘get to know us’ approach. Once people are familiar with the real you, warm embraces and lasting bonds often follow. Unless, of course, the real you is less than appealing. Then you’ve got some work to do.

Brand marketers have many options when it comes to forging strong interpersonal connections with consumers. One of these is the generous sharing of a mission statement. This wide-open window provides the ultimate revelation of your firmly held goal and values – something to grab hold of. Do these goals and values strike a harmonious chord with consumers? If so, you’re on your way. But more is required.

The ‘more’ can be provided by company updates. Of particular interest are those in the ‘what’s new with our brand’ category. Always a crowd pleaser.

Also effective are ‘behind the scenes’ sneak peeks. These, of course, should be used with discretion to avoid embarrassing revelations or company secrets. Sound judgment must prevail.

With these or any other strategies, marketers should stress brand and company, not product or service. Isn’t always easy for those with goods to sell, but absolutely indispensable in a personalization hungry world.

If you have questions or comments about building stronger brand connections, or about any other brand-related topic, feel free to send them our way. You can connect with the Young Company team at 949-376-8404 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.