How do you make the idea of porcelain and chrome relevant to a consumer’s life? By understanding where they’re coming from – and embracing the emotional attachment people have to the products they buy.
Safety, cleanliness and comfort have taken center stage in people’s lives thanks to the COVID-19 pandemic. The home has become a refuge from the uncertainty and fear of the pandemic. Great brands understand the roles their products play in the customer’s personal sanctuary, and they tell those stories in three key ways:
- Inspirational: The customer’s first contact with the product. What attracts people to certain products? What makes a product connect with a customer on an emotional level?
- Aspirational: The customer digs deeper. How does this product fit the needs of specific consumers? Where does it fit into their life?
- Educational: The customer explores whether this particular product is the right one for them. How is this product made? How does it work? What are the product features that customers need?
Take, for example, a faucet that you might install in the kitchen or bathroom. Telling the brand story of this faucet requires a deep, personal understanding of the function of those rooms in the customer’s life and how the faucet fits into that. The kitchen is where you have your first cup of coffee in the morning and where you send your last email at night. The faucet is there when your kids need a quick drink of water and when you need to wash up after a hearty family dinner. And the bathroom? The bathroom has seen you at your best and worst – it bears witness to “the swirl of life,” to quote our American Standard ad shown below. The bathroom faucet steps up when it’s time to wash your face as you begin your day or brush your teeth before bed.
Making this emotional connection is crucial to marketing home products. People are ready to listen to how your brand fits into their lives. Are you telling that story?