Most purchase decisions are based on how brands make us feel, rather than on facts and figures.
So, when it comes to home decorating and remodeling, how do you make the idea of porcelain and chrome relevant to people's lives? By understanding where people are coming from – and embracing the emotional attachment they have to the products they buy.
Safety, cleanliness and comfort have taken center stage in people’s lives thanks to COVID-19. The home has become a refuge from the uncertainty and fear of the pandemic. Great brands understand the roles their products play in customers' personal sanctuaries, and they tell their stories in three key ways:
- Inspirational: The customer’s first contact with a product. What makes a product attractive? What makes it connect with the customer on an emotional level?
- Aspirational: The customer digs deeper. How does this product fit their needs? 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 its features and benefits?
Take, for example, a kitchen or bathroom faucet. Telling the brand story of this faucet requires a deep, personal understanding of the function of those rooms in a customer’s life and how the faucet fits into that.
The kitchen is where most of us have our first cup of coffee in the morning and where we send our last email at night. The faucet is there when our kids need a quick drink of water and when we need to wash up after a hearty family dinner. And the bathroom? The bathroom has seen us at our 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 our faces as we begin the day or brush our teeth before bed.
Creating emotional connections is crucial to marketing home products. People are ready to listen to how your brand fits into their lives. Are you telling that story?