Understand the emotional layer

I recently read an interesting case study about a European agricultural supplier who, after much research and development, launched a category-leading online platform for sourcing farming supplies to remote farms. The platform made it much easier for farmers to get whatever supplies they needed, be they tractor parts, feed or fencing, by simply logging on and ordering.

It failed dramatically.

The company could not understand why, so they interviewed a range of farmers across their markets. The feedback was inconclusive and, strangely, generally positive about their platform. To try to see what was really going on, they sent researchers out in the field to observe the farmers. The answer was surprising but simple: Loneliness. The farmers spent hours, days and weeks by themselves, in the fields and in their tractors. Calling their sales agent to make an order, and the human connection involved, was something they looked forward to. In fact, they observed that the calls usually lasted over half an hour, with the farmers inquiring about the families, interests and life events of their phone rep.

Brands have transactional layers and emotional layers. This was a case of mistaking which the farmer would value most. The developers thought it was time and ease (transactional), whereas it was really human connection and relationship (emotional).

Of course, both layers matter. But without an emotional layer, you don’t have a brand, you have a commodity.

I’m often surprised at the lack of appreciation of the nature and importance of a brands true emotional layer within large and successful organisations. Often, there is only the most superficial understanding and articulation of the emotional layer connecting their brand and its audience.

As with those farmers, the emotional layer is often not immediately apparent. More often than not, your customers are not consciously aware of the emotional need your brand is fulfilling. If you ask them to explain, you a get sensible, believable answer, attached to the functional (transactional) benefits. And these reasons will have nothing to do with the real reason. A Marlboro smoker will swear they taste better than the others – and believe it too. They will not tell you they secretly yearn to feel as free, adventurous and brave as a cowboy.

Our intellect (ego) constantly tells itself it is running the show. But, more often than not, our thinking brain acts like Donald Trump's Press Secretary, Sara Huckabee Sanders: creating a seemingly rational, acceptable spin on our impulsive actions after the fact.

Branding is the emotional layer. You will find big, transformative opportunities when you dig deep and understand the emotional layer that connects your brand and customer.

How big an opportunity? A recent study published in the Harvard Business Review (https://bit.ly/1RFS3JS) argues that emotionally connected customers are 52% more valuable, on average, than those who are merely highly satisfied.

It’s up to you to find the gold. The good news is there are some reliable processes to help you find it (stay tuned).