Last night we caught one of the last performances of Intelligent Homosexual… at the Guthrie. Afterward we were talking about our reactions. The show was brilliantly written, masterfully produced, and artfully presented. Nuanced performances were nearly flawless. And yet, all three of us didn’t love it. We appreciated it. But we didn’t love it. Mostly because it left us feeling disconnected, emotionally empty. It was intellectually rich, but emotionally unsatisfying. At least for us. Others in the audience didn’t feel the same way. In fact, many jumped to their feet, applauding enthusiastically. My friend Anne loved it so much she’s going a second time — a repeat customer, so to speak.
This got me thinking about brands and emotional connections. What happens when you’ve got a really great product, arguably flawless, and yet you fail to make a strong emotional connection with the customer. How important is that spark of uniqueness, that touch of humanity or soul you bring to your work. Is quality, excellence, creativity, timeliness, and craftsmanship enough to inspire customers to rave about your services, to give you a standing ovation, and recommend your show to friends? Or are customers looking for something more? How important is it to make an emotional connection with your customers?
I’m not talking about giving them hugs and kisses. But I am thinking about creating those moments, (before, during, and after the sale) where customers experience something uniquely satisfying – where they feel understood, hopeful, excited, thrilled, amazed, nurtured, even loved. How you make customers feel is a critical part of your brand, your personality, your uniqueness in the marketplace.
When you think about branding, think not just about the features and benefits of your product or service, think also about how your company makes customers feel. Because how you make people feel is the essence of your brand, and an opportunity to stand out in a crowded marketplace. Intelligent Homosexual succeed in connecting with many people in the audience, but for me it failed touch an emotional sweet spot. Is there an emotional sweet spot for your customers? If so, what would it be? And how will you express it in words and actions?
