They'll never forget how you made them feel

They'll never forget how you made them feel

“It’s so pretty inside. Grocery shopping elevated. I think I’m more beautiful just for walking in…” This is what a friend had to say about why he shops at Erewhon.

Personally, I’m a TJ’s (Trader Joe’s) girl. I love Trader Joe’s primarily because I can buy mostly organic ingredients to feed my family of 5 every week for less than the cost of buying food elsewhere. It just *feels* like I’m a better wife and mother whenever I shop there.

I also love the smaller size of the building because it doesn’t trigger my anxiety in the way warehouse grocery stores do. The fresh flowers and greenery available year-round make it easy to treat myself with pretty bouquets for my home after a long week of hard work. And Giant Peruvian Inca Corn sounds so much classier than Corn Nuts.

But I’ve never felt more beautiful just for walking into any grocery store like my friend feels whenever he walks into Erewhon. That’s powerful. 

That is the power of a brand.

A brand isn’t the symbols and colors your business uses. It’s the sum of the experiences people have from interacting with you. Those experiences have an emotional impact that builds or erodes trust. 

When you put effort into fostering interactions with people that create positive feelings, the payoff is significant—the opportunity to convert them into customers with long-term loyalty. 

Consumers don’t just spend money to obtain goods, they do it to meet psychological needs. A well-defined brand gives your customers a sense of safety and a strengthened sense of identity. 

That’s why I return to Trader Joe’s every week. That’s why my friend shops at Erewhon. 

That’s why your customers will continue to do business with you, if you put in the work to create an effective brand strategy. This is true whether you’re in the business of providing food, entertainment, or healthcare.