THE BRANDING GUIDE
Buying with heart. Validation with Brain.
“Yes, it may be true, but I am completely different” — we can rightly say and quickly find an excuse for ourselves.
Trust me, we are the same. Follow me.
Every time we buy something it’s based on our feelings.
❤️=💰
And than we validate with logic.
✅ =🧠
So technically we buy the FEELING!
This what we wanna really own. And nothing else.
What is the evidence for this? Well, there’s more. Let me prove my theory quickly: there is NO logical reason to buy a Hermés Birkin bag for $15,000 (Proven by British Scientist)
In the case of a bag like this Hermés Birkin what we buy actually?
↳ the quality of the leather?
↳ the craftmanship?
↳ the heritage?
None of them. These are what we PAY for!
Crazy, eh?
But, what we actually buy:
↳ feeling of status
↳ confidence
↳ exclusivity.
The price what you pay, ant the value what you got actually.
When we succeed in validating with our brain the purchase that our heart initiated, we usually say: “It was a good purchase” or “It was worth the price”, in other words “I can afford it”. Familiar phrases?
Moral of the Story:
Before we create a product or service we should to know what is the FEELING what our prospect is looking for.
The main feeling why we the people are buying:
↳ New (this is what iPhone use time-to-time)
↳ Safe
↳ Easy (to use)
↳ Big (impact on our life).
What was the last emotion or feeling from these that made you buy something last time?
If we have any kind of business or enterprise, we can always use this to encourage the volume and size of purchases. Trust me, you’d be surprised if you asked. your customers, what motivates them in some cases?!
This is just one of the many brand strategies that I can recommend — as a brand expert — to be as successful as possible.
Levi
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