Experiences Make Us Happy: How This Relates to Your Brand
[Top Photo: Justin Lewis/Getty Images]
Our job as marketers is not only to to understand, but to empathize with many different and diverse audiences. When brands don’t clearly communicate the user experience, it is our mandate to find ways to shift their perceptions. Brands must not only resonate, but also demonstrate how they fit into the intended audience’s lifestyle – this includes their needs, goals and behaviours. People identify with brands because of the way brands make they make them feel. This goes far beyond product functions and features. It’s more about expanding the overall brand experience to become part of your audience’s lifestyle. The only way to do this is to develop a clear understanding of exactly who your target audience is and how to best engage them. This is what will drive repeat, loyal customers.
The Science Of Why You Should Spend Your Money On Experiences, Not Things written by Jay Cassano, a Brooklyn-based staff writer for Co.Exist, explains how experiences are important to people and why they bring us happiness. This also relates to the world of branding. If you aren’t clearly conveying the experience your brand offers, it might be time to re-examine your brand strategy. Click here to read the full article.