What matters more? Your features, or their interests?
In the realm of brand strategy and consumer engagement, the question posed here is a critical one. It challenges the conventional approach of focusing on product features over audience interests, highlighting a common misstep in brand communication. This approach can lead to a disconnect between what the brand offers and what the consumer actually seeks.
The sequential model of customer engagement detailed in the question reveals a deeper understanding of consumer behavior. It suggests that the customer journey begins with an initial attraction, often driven by visual elements like color and contrast. This is followed by a series of mental questions that lead the consumer from basic awareness to a deeper interest in the product.
Initial Attraction: The role of design and visual appeal in catching the customer's attention cannot be understated. This stage is where a product stands out from the competition, not through its features, but through its presentation.
Identification: The "what is it?" stage is crucial for clarity. Here, the product's name and category need to be clearly defined, helping the consumer quickly understand what the product is and its basic function.
Personal Relevance: The critical question of "why should I care?" is where many brands falter by jumping straight to features. Instead, this stage should focus on a succinct message that resonates with the consumer's needs or desires, answering why the product is relevant to them personally.
Desire for Information: Once the consumer's interest is piqued, they naturally seek more information. This is the stage where brands can start to introduce more detailed aspects of the product, supporting the initial value proposition.
Decision-making Information: Finally, the consumer is ready for the detailed specifics – features, price, compatibility, guarantees, awards, etc. At this stage, they are evaluating the product's tangible aspects to make an informed purchase decision.
The order of these stages is crucial. When brands lead with features, they risk overwhelming or alienating consumers who are not yet at the stage of seeking detailed product information. Instead, aligning marketing materials with the consumer's mental journey - from attraction to decision - ensures that the brand communicates the right message at the right time.
For brand directors, marketers, and company owners, this model offers a roadmap for more effective communication. It encourages a shift from a feature-centric approach to a consumer-centric one, where understanding and aligning with the consumer's journey becomes key to creating resonance and building a lasting bond with the customer. This approach not only addresses the immediate need to attract and retain customers but also aligns with the broader goals of brand strategy, media, and design in creating compelling, consumer-focused narratives.
