“Disconnecting” the Customer-Brand Connection
What happens when a brand we love or grew up with makes a change that feels like a betrayal? At Decision Analyst, we often talk about the Customer-Brand Connection and the impact that both rational and emotional aspects have on that connection.
Years ago, when New Coke replaced a classic, or more currently when Cracker Barrel changed its iconic signage, consumers reacted emotionally. This backlash is a powerful course correction we call a Customer Calibration Event. It happens when customers feel a company has “stepped way over the line,” forcing them to re-evaluate their connection with the brand. These events aren't always rational; in fact, they're most often driven by the deep, emotional bonds we form with the brands we love.
The importance of the Customer-Brand Connection has been in full evidence recently with the changes in signage and settings within Cracker Barrel Restaurants. Before I begin, let me say that I am a fan of Cracker Barrel. The food is good, it is fun to walk through the “store,” and I am one of those who have purchased a Cracker Barrel rocker…and they are comfortable to sit in.
Though there were potentially many paths that led to the decision by Cracker Barrel for the rebranding and changes within the store, the importance of research that understands a brand’s connection to the customer becomes evident. Consumer research must understand both rational and emotional attitudes, the tangibles and intangibles, if you will, including a brand’s heritage, culture, and importantly, their customers’ goals and values. In fact, there are often differences in the approach and lines of questioning when conducting brand-related research vs strictly product or service-related research.
When we talk about the Customer-Brand Connection and understanding the consumer, we know that people generally want to connect to something…and that connection happens at a more emotional, or intangible, level. They want to be associated and to form links and bonds with people, with sports teams, with organizations, and with brands.
A recent blog by my colleague Javier Diaz, “When Good Intentions Miss the Mark,” is a great illustration of the how a brand can (or can’t) connect to the Hispanic/Latine community. In the blog he mentions: “I often notice the effort brands make to connect, especially through Spanish-language advertising. But while the intention is there, it’s often broad, missing the deeper layers of cultural identity that drive real connection”.
To have that real connection with a brand, there are three pillars that are important for that brand to convey to the consumer:
Authenticity: I Know Who You (The Brand) Are
Some of the traits associated with an “Authentic Brand” include: 1) The brand has a set of core values that drive business decisions, 2) They are transparent, they don’t try to hide things or cover up their mistakes, 3) They stand out in some positive (and relevant) way from the competition.
Consistency: I Can Count on You (The Brand)
Looking at the traits associated with a “Consistent Brand,” they could include: 1) The brand is easily recognizable, including logos and the feel of the store, service, or product (i.e. Cracker Barrel’s negative impact on consistency with their recent changes), 2) They are consistent in the look and feel of their communications (across platforms, media, message, etc.) , 3) They are reliable and have quality products and/or services.
Empathy: You (The Brand) Are Looking Out for Me
And finally looking at some examples of traits associated with a “Empathetic Brand”: 1) The brand genuinely understands me and my needs, 2) Building on that, they genuinely care about me and want the best for me.
In conclusion, before making changes to a brand’s positioning, strategy, or communications; or for that matter, anything else that impacts the Customer-Brand Connection, you must consider and assess the importance and impact (positive or negative) those changes will have on the brand’s authenticity, consistency, and empathy. An organization needs to make sure that they are not negatively impacting that sense of connection. A Customer Calibration Event is almost certain to happen when a brand’s perceived authenticity, consistency, and empathy are interrupted. Thorough research into a brand’s emotional connection with its customers can help mitigate that event and guide the best business decisions.
Author
Clay Dethloff
Senior VP, Insights and Innovation
Clay is an experienced marketing research professional with more than 25 years of experience in both leading and delivering qualitative research in the industry. As the head of qualitative research efforts at Decision Analyst, Clay is responsible for maintaining and improving the quality of qualitative research, identifying new/innovative qualitative research tools, and overall management of the qualitative team.
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