Most of you know that a brand can and should be much more than the product or service to which it is applied. And brands can and should promise customer benefits beyond purely functional benefits. I have said often that brands should deliver emotional, experiential or self-expressive benefits. Or they should stand for something and share values with their customers. So what are some of these less than completely tangible benefits that brands could own?
- Aesthetic beauty
- Poetry
- Symmetry
- Nostalgia
- Confidence
- Silliness
- Playfulness
- Humor
- Reassurance
- Strength
- Harmony
- Excitement
- Surprise
- Warmth
- Nurturing
- Status
- Permission
- Understanding
- Acceptance
- Belonging
- Serenity
- Freedom of expression
- Discipline
- Concentration
- Safety
- Inner peace
- Creativity
- Vision
- Risks
- Adrenaline rushes
- Lightness
- A wakeup call
- Wonder
- Gratitude
- Foregiveness
- Passion
- Intensity
- Stimulation
- Knowledge
- Wisdom
- Truth
- Raw emotionality
- Shock value
- Release
If you haven't thought about your brand in some of these ways, consider it. It will bring a whole new dimensionality to your brand.
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