As much as some companies would love customers to use their heads, most use their hearts
What do the biggest brands have in common?
A customer-fan base. Loyalist. Supporters.
The brand appeals to their emotion, their hearts and then their heads. Whether it’s environmentally friendly products, cool products, a great environment, or top-notch staff. Brands like Apple, Virgin, Body Shop & Starbucks have learnt that most people buy with their hearts first before their heads. Hence the Apple Fanboys & Starbucks loyalists. I’ve talked about Apple products before, so let me talk about Starbucks… Why do I come here almost everyday and pay a little more than 10 bucks for a drink?
1. The Cafe Mocha is awesome
2. The staff is so damn friendly and are great talk to. They remember your name, they make an effort to make you feel appreciated.
3. The have a great environment here. The slight feel of humanity through the buzz of conversations slightly drowned out by the delightful and great music they play. It just has such a nice feel; a comfy setting, plug points every where. They make you feel at home.
4. The pride themselves on being socially conscious, more specifically environmentally conscious. They practice Earth Hour and I just saw this sign on their counter about a waterfall clean-up tomorrow organised by them. They encourage you to use reusable tumblers, yes you need to buy theirs, but you get a 2 buck discount if you bring it and use it. So over time, if you are a regular, you’ll cover your “expenditure”. Amazing.
Starbucks doesn’t just appeal to me, it appeals to million in the country and many more across the globe.
Anyway, this isn’t about Starbucks but about how to become a great brand. Like Apple, Body Shop, Starbucks & Virgin.
As much as people say we should shop with our heads, we really love the brands that appeal to our hearts.
“business is in so many ways is about love. Think about it. Success comes by treating your customers with love. Acclaim comes by doing your job with love. Market leadership comes with selling your wares with love. If your customers only like you, you are vulnerable to losing them when a competitor with a cheaper product or a more economical service comes along. Why? Because you’ve failed emotionally. Connect with them. because when customers love you- because you’ve touched their hearts but the way you occur in their lives – you become a part of their extended family. You’re now part of their community. They become loyal. They tell the rest of the family about you. And they’ll take good care of you should times get tough.” Robin Sharma, the Greatness Guide
Straight From The Heart