Faced with a choice, many people take the option they’re most familiar with. And there’s a good reason why. It’s not just because we’re worried about taking a chance. Our brains release dopamine when an experience turns out as we expect – even if the experience is negative. It’s as if your brain is saying ‘I knew that was going to happen’ and gives itself a pat on the back.
So why is this a problem for you and your business?
Some of your competitors will have higher profile brands than you. Whilst they may have inferior products or services, if they are recognisable and feel more familiar than yours, customers are likely to choose them.
What can you do about it?
Brand success comes when experience matches expectation. Think about how you set expectation (website, language, behaviour, appearance, information, price) and how you manage experience (behaviour, service, quality). You can read a little more here.
Brand influencers include your products, people, processes, positioning and presence. If you’d like to chat about building a better brand send us an email or give us a call and speak to Marc.
0117 230 5587