Razor Branding Blog

Is it Logical?

Spock

Too often businesses want to use logic to convince consumers. I hear every day from clients that are sure they could be the number one choice if consumers just knew more about how they make their widget. They think the solution is to educate. Tell customers about their process. Tell customers about their features. Tell customers more about what they do and how they do it.

Will that approach work?

Sure. If your target consumer is Mr. Spock from Star Trek. He operates on a purely logical basis. He does not have any pesky emotions to get in the way of his decision making process. For him it is all very logical.

If you plan on selling to anyone else, however, you might want to target a different part of their anatomy. Less head - more heart.

As Bill Bernbach used to say:

“Because an appeal makes logical sense is no guarantee that it will work.”

- Bill Bernbach

Branding is not a logical experience. The point isn’t how a consumer thinks of you. Branding is how a consumer feels about you.

You need to tell a story. You have to paint a picture. You have to connect with them on an emotional level and then, and only then, can you win their hearts.