Identifying those who align with your brand's values and vision—your tribe—is like navigating by the stars. It requires understanding not just where you are but how they feel and respond to the world.
Jason Fried once suggested that you can approach your customer with:
""Here's what our product can do", or
"Here's what you can do with our product"
He emphasizes the effectiveness of drawing focus towards the benefits rather than features of an offering.
Marketer Scott Beckman furthers this discussion with: "People are not buying features or benefits, they are buying emotions." pointing to anecdotal evidence of sales people being most effective when engaging with customer emotions.
Bain & Company's Elements of Value offers a strategic framework that clarifies your specific audience through identifying their shared values into a pyramid, from functional needs to life-changing impacts.
The model helps you to enhance your offering and marketing to better meet the spectrum of consumer desires, transcending transactional relationships for deeper connections.
By aligning your solution and your marketing with the specific values of your desired customers, brands can create strong differentiation and positioning in the marketplace and while forging lasting bonds with customers - because you are enabling them to reach their Dream Destination.
Now that you have clearer idea of the values you're addressing its time to consider. What secondary flow-on benefits will they experience?
What positive emotions are a response to the flow on benefits?
As we address the aspirations and the emotional payoffs for our customers, we are able create a bond that people will rave about.
People are motivated to avoid emotional pain.
By identifying the emotionally-driven reasons people choose your product or service allows you to develop language that speak right into their 'wants'.
Consider, what are the areas where you aspire to deliver unmatched outcomes and value to your customers?
What comes next?
Part 3 - Defining your brand statements.
