Love is the Primary Goal of Branding
Earlier tonight I put the finishing touches on a presentation I’ll be giving at the Make Hardware Innovation Workshop in New York City on Wednesday. The upshot? Branding has to be considered at the same time you start to design your product. The primary goal of branding (and design) is to build a deep positive emotional connection with your users.
If you can achieve this goal:
- Your product will rise above the noise,
- You can charge more for the product,
- Your customers will actively advocate your product to other people - and you’ll leverage the scalability of social media to acquire more customers.
Earlier this year I talked about these ideas in an article you can find here. The key idea for hardware companies is that touch represents a critical element of building that emotional bond - via tactile feedback and visual design. “Old Guard” companies that do a great job include Apple, BMW, and Lego; “New Guard” companies that excel here include Sonos, GoPro, MakerBot, and Nest.