When’s the last time a commercial stopped you in your tracks? Made you cry? Made you stop and think? Made you feel like you might actually switch brands?
Consumers today face endless choices. Making an emotional connection is now the ultimate differentiator for brands. A compelling story doesn’t just sell a product—it sells meaning.
It’s why furniture [Restoration Hardware], fashion [Miu Miu, & Other Stories,] hell, even banking’s Capital One have taken Starbuck’s idea of “Third Spaces” [a place that’s neither home nor work] and developed their own genres of cafes and lounge spaces to connect with customers on a deep emotional level.
They know that commodities need feelings and stories, developed right on their premises, to connect with customers in a very noisy world. Just the opportunity to sit and regroup for a moment, feels like a respite from the speed of modern life.
How to Connect Stories to the Heart 💕:
Think about your innovation or product portfolio right now. If you had to attach an emotion to each new pilot or product, what would it be? What does your customer want and need to feel? How will they feel about themselves when they use it?
- Step into Your Customer’s Feelings: If you really want to connect, ask yourself, what story can you tell that puts away the platitudes and taglines and feels really purposeful and aligned with your audience’s lives? It’s not just about what you’re selling—it’s about how your audience wants to feel when they use it and when others see them using it.
- Ask Your Audience to Go Deep: Tell stories that inspire action, introspection, or personal growth. How can you position your product as a tool for allowing them to inspire themselves and tap into their own aspirations?
- Connect to Moments: Frame your product as part of meaningful moments in your customers’ lives—whether it’s a necklace worn for a big interview or shoes that fuel a runner’s dream.
When innovative brands tell stories that resonate emotionally, they don’t just win customers—they create lifelong advocates.
