Branding
The Three Needs Of Your Audience
T
hese days, customers have an overwhelming abundance of choice, which means that a brand needs to communicate its value to the customer in a compelling way. Value is defined by the satisfaction our customer experiences (or expects to experience) when interacting with our brand. High satisfaction can be achieved by meeting all aspects of the customer’s needs. Let’s have a look at the three different aspects.
T
hese days, customers have an overwhelming abundance of choice, which means that a brand needs to communicate its value to the customer in a compelling way. Value is defined by the satisfaction our customer experiences (or expects to experience) when interacting with our brand. High satisfaction can be achieved by meeting all aspects of the customer’s needs. Let’s have a look at the three different aspects.
The Functional Need is all about attributes and benefits of a product or service. Functional attributes are tangibles or features such as “slip-proof handle”. Functional benefits are intangibles, like economic value (affordability).
The Emotional Need refers to the emotional benefit the product or service brings to the customer. What frustrations does the product solve? How does it make the customer feel? Will it perhaps change their self-image?
The Symbolic Need asks much deeper questions, touching on self-expression, aspirations, status and more. What is the greater impact that you provide with your solution?
Is there a deeper story your brand contributes to? The symbolic need can even represent a movement and/or create a feeling of belonging within your customer. It is something bigger than both the company, and the person.
When defining your customer value, try to fulfill all of the afore mentioned needs. Write down everything that comes to mind, before you decide on the strongest value points for each section. When doing so, put yourself into the shoes of your target persona and ask yourself what they’re looking and longing for. Would you buy your own product with the solutions you propose?
Here’s a little example of an electric bike shop to help you get an idea how this could look:
External/Functional:
Our electric bike is light, has a beautiful design and is very affordable.
Internal/Emotional:
With our electric bike, you won’t exhaust yourself anymore, but will feel fresh as you move and bring oxygen to your body and you’ll be able to fully enjoy bike riding again.
Symbolic:
We fight for a cleaner and greener future. With the purchase of our e-bikes you’ll contribute towards our vision of a carbon neutral world, while reducing your own carbon footprint and inspiring others to do so.
With this, we hope to give you a clear idea on how show your value to your customers.
Bear in mind that not all companies are set up to offer a solution to the symbolic need.
Try it out and see how it improves your communication.
The Functional Need is all about attributes and benefits of a product or service. Functional attributes are tangibles or features such as “slip-proof handle”. Functional benefits are intangibles, like economic value (affordability).
The Emotional Need refers to the emotional benefit the product or service brings to the customer. What frustrations does the product solve? How does it make the customer feel? Will it perhaps change their self-image?
The Symbolic Need asks much deeper questions, touching on self-expression, aspirations, status and more. What is the greater impact that you provide with your solution?
Is there a deeper story your brand contributes to? The symbolic need can even represent a movement and/or create a feeling of belonging within your customer. It is something bigger than both the company, and the person.
When defining your customer value, try to fulfill all of the afore mentioned needs. Write down everything that comes to mind, before you decide on the strongest value points for each section. When doing so, put yourself into the shoes of your target persona and ask yourself what they’re looking and longing for. Would you buy your own product with the solutions you propose?
Here’s a little example of an electric bike shop to help you get an idea how this could look:
External/Functional:
Our electric bike is light, has a beautiful design and is very affordable.
Internal/Emotional:
With our electric bike, you won’t exhaust yourself anymore, but will feel fresh as you move and bring oxygen to your body and you’ll be able to fully enjoy bike riding again.
Symbolic:
We fight for a cleaner and greener future. With the purchase of our e-bikes you’ll contribute towards our vision of a carbon neutral world, while reducing your own carbon footprint and inspiring others to do so.
With this, we hope to give you a clear idea on how show your value to your customers.
Bear in mind that not all companies are set up to offer a solution to the symbolic need.
Try it out and see how it improves your communication.
Why Your Brand Needs a Purpose, Vision, Mission, Values and a Promise to the Planet
Why Your Brand Needs a Purpose, Vision, Mission, Values and a Promise to the Planet
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