People don’t want your product. People want the new version of themselves that your product is going to help them become.
Let that soak in.
People aren’t buying your product. People are buying the new version of themselves that your product is going to help them become.
Hear me out.
My husband and I are in the market for a new coffee maker and were just talking about what type of machine to get next.
As the universe will have it, a couple days later an influencer that I follow, was doing a partnership with a brand that sells coffee makers. Obviously, I was stoked. The influencer made it look so cool. The coffee maker was vintagey and charmingly utilitarian and–BONUS POINTS–came in a bunch of my favorite colors. I immediately clicked the coffee maker profile, pretty convinced that this would be the one. Apple pay was just a double click away.
And then… their profile page loaded. I was completely disappointed. Their entire feed was filled with numbingly boring pictures of coffee and coffee makers. I was so uninspired that I didn’t even bother to read the specs of the product. I went from definitely going to buy, to totally indifferent, in a matter of seconds. Needless to say, I did not become a buying customer.
But that’s when I realized, I wasn’t looking to buy a coffee maker. I was looking to buy a new version of myself that a cool new coffee maker could help me become. I was looking for the inspiring brand experience that would surely carry on long after my purchase found its permanent place on our kitchen counter. The brand experience that was going to make me feel cool-girl energized for many mornings to come. Unfortunately, this particular coffee maker brand just didn’t dish the goods. And the search continues.
So there it is. If your branding is all about your product, you’re most definitely losing sales. But if your branding is all about your customers and who they want to become, you’re in for a cult following, baby.
Are you ready to upgrade to an obsession-worthy brand experience that *speaks* to your soul-aligned customers? Fill out an inquiry form HERE to set up a free discovery call with me!
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