How do we buy?

Psychology tells us that when we buy it’s an emotional decision that we justify logically later. So if you’re a brand that isn’t communicating the functional AND the emotional benefits of your offering to your customers, then you’re missing out on a big opportunity.

Good morning, my name’s Kiri. I’m the Business Growth Strategist here at Tiny Hunter, and today I want to talk about a key aspect of branding that often separates successful brands from the rest, and that is the art of connecting with your audience, through both the heart and the mind.

Psychology tells us that when we buy, it’s usually an emotional decision that we justify logically later. We don’t rely on just one way or the other to make a purchase. We need information in both ways. Think about your favourite cafĂ©, and why you go back there time and time again. It’s probably a combination of logic and emotion. Logically it’s close to your house, it serves great tasting coffee, and gives you that caffeine hit. But emotionally, the barista knows your name, they know your coffee order, you see familiar faces. It gives you a real sense of belonging. And it’s the same for brands. Successful brands such as Nike, Apple, Patagonia, they all do a really great job of communicating what their product does that the what, the how, but more importantly, the why, why it matters to their consumers – it’s the emotional connection. And they merge these two seamlessly through their communications, sometimes pulling on the emotional levers more and sometimes leading with the functional benefits.

How does your product or service offering benefit your customers in a functional and an emotional way? And are you effectively communicating that to your audience? Because when you can fuse the what with the why, that’s where the magic happens.

That’s it from me, it’s time for brekkie.

Kiri White

Written by: Kiri White
Published: September 19, 2023

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