A brand experience in the real world has different challenges and opportunities than a brand experience through digital means.
Value exchange is determined through interacting with the human senses.
Value exchange is also most likely done through human-to-human interaction.
In the real world, humans are often searching for connections.
They could be looking for connections to other humans.
Or a feeling of connection to the ideals they hold within themselves.
As you present your brand in real life, consider the ways in which you too are looking for connection.
As you create content that will be put on display, like an artist, what questions are you posing to your audience?
Consider applying a focus on creating functional, emotional, and cultural value.
These are three great ways to start crafting trust through interaction and eventually build loyalty.
(click the ">" below to reveal more value)
In the context of real-world branding, functional value is where EVERYONE should start. Functional value is quite often the deciding factor between whether or not someone initiates a value exchange.
They often ask themselves, "Can I use this?"
Once someone has your product in hand, or experiences your service in person, if it doesn’t function the way you said it would, you are done.
If your content promises to be useful, but it is too light on techniques that can actually be applied, it will fail to deliver on expectations.
Your tangible benefits, utility, and practicality are what every customer wants to experience Through use, your audience is testing your features, performance, and quality to find functional value to make their life better. A live demonstration of how their problems are solved is a great way to alleviate anxiety. By focusing on delivering functional value, on a scale, you establish yourself as reliable and trustworthy.
Emotions are real. But they aren’t always true. When focusing on generating emotional value in the real world, consider creating it as actualized perceptional value. You can develop a deeper sense of trust when you meet expectations by focusing on the rational aspects of emotional value. Now, some people teach how to create messaging that speaks to the irrational side of emotions. In the short term that approach may work in a person-to-person case. It may even boost your product or service to the level of a fad. But it will not deliver long-lasting results. Despite what is preached, most human beings do NOT live day-to-day in an irrational manner. Most people want to live happy, healthy, controlled lives as they try to grow value for themselves. Most are overwhelmed with how to do that because their emotions are preyed on so much but brands that fail to deliver trust. Take the opportunity to cultivate emotional value through storytelling, evocative visuals, creating memorable experiences, and aligning with customers' positive aspirations. By forging a positive emotional bond, brands can create lasting impressions and establish loyal customer relationships.
Cultural value refers to the echo a brand has within a specific cultural or community. Consider trying to achieve cultural value like trying to harmonize in a choir. It includes your brand’s societal values, traditions, and beliefs. I underscored your brand’s for extra emphasis. The values your brand presents should not be a 1:1 of your individual values because every individual is biased. Continuing with my musical analogy, creating your brand societal values solely off of your own personal values is like trying to sing a solo in the middle of a choir. The key to being effective is to sing your part in a way that it harmonizes with others. Cultural value rarely works when you try to be the controlling factor of society's values. Recognize and embrace cultural value and position yourself as an advocate. Contribute to social conversations, and create a meaningful impact in the communities you serve. Be culturally aware that your market is far more inclusive and diverse than you can imagine. No matter how controversial, a brand will be dumped far faster than any ideal. Choose how to target your audience and become an echo chamber for positive social change.
In the context of branding, value is a multidimensional concept.
In the real world, you have a higher chance to create meaningful connections.
You can set expectations in a way that is personable which expedites trust.
Pay attention to the functional value, emotional value, and cultural value in the real world.
Remember, delivering value is an ongoing journey that requires continuous adaptation, sp try new things.
I hope this note was helpful to you.
This blog post is article 03 in the Value Series written by Good Luck Gabe