GoFaxer Blog

So you love the technical ends to your business. You love picking the right technologies. You’re going to be cutting edge—your entire team will have laptops with email and email fax. You’ll be fiscally smart, analyzing every expenditure, putting your money only into initiatives that make you money.

But don’t forget that there’s an emotional end to your business. It’s touchy feely. It’s warm fuzzies. It’s your brand. Does it get people excited? Does it have a buzz factor?

John Williams at Entrepreneur.com says:

“Research shows that reason and emotions differ in that reason generates conclusions but not necessarily actions, while emotions more frequently lead to actions. You can educate consumers on your product’s features, but without an emotional involvement of some kind, consumers may not attach values to those facts–at least not the values you may want them to attach.”

For example, you might have a retail store. Your staff may be excellently trained on how to communicate the features and benefits to your customers. They may execute this wonderfully.

But how does your store feel? What’s the vibe? Do your customers walk in and feel a need and a desire to buy something, regardless of the features and benefits.

These are all issues to consider as you develop your brand.