Be a Purposeful Brand & Tap into Emotional Needs

As marketers, it’s important to understand your customer’s psyche. One of the best ways to introduce your brand to a new customer base is by fulfilling a customer’s emotional needs. Studies show 63% of consumers prefer to purchase from purpose-driven brands. This means your brand should appeal to the customer’s emotional needs when it comes to fulfilling a purpose.

A Brand with Purpose

Let’s take a look at a brand doing this well. TOMS shoe brand launched the One-for-One model where you purchase one pair of shoes and TOMS gives a pair of shoes to a child in need because TOMS has partnered with several humanitarian organizations.

The So-What

Consumers of this brand can feel their emotional needs being met because they feel they can impact in a small way when they purchase from the TOMS brand. When you see two shoes on a shelf next to one another, one looks nice and the other looks just as nice but also donates a free pair of shoes to the needy, which one would you pick?

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