It used to be that brands that “gets the job done” are enough to keep customers, but the game has since changed.

Emotional connection is as important as getting the job done. Having a heart, a soul, is as important as being efficient.

Creating a brand that emotionally connects with customers is not as simple as slapping a smiley face on your packaging and calling it a day.

Creating an emotional connection with your customers means understanding who they are, what they care about, and what motivates them.

It means tapping into their hopes, dreams, fears, and desires, and showing them how your brand can help them achieve their goals and alleviate their pain points.

When you do it right, the results can be nothing short of magical.

Your customers will become loyal advocates for your brand, singing your praises to anyone who will listen.

They’ll defend you against naysayers and stick with you through thick and thin. And best of all, they’ll keep coming back for more.

Getting things done is crucial, but so is offering them an emotional experience. Make an effort to win over their heads as well as their hearts.

Customers not just looking for brands that work, they’re also looking for brands that care.

Give your brand some soul.