We are biologically wired to distance ourselves from those who disagree with what we say or feel. This phenomenon even has a name: cognitive dissonance. And that's why developing the ability to think, feel, and act compassionately towards others is a challenging endeavor, both for individuals and companies.
Fortunately, we can now apply what we know about 'Empathy' to brands. In this article, I'll explain the 4 steps that can transform any brand into the most approachable emblem in the market. Ready to dive in?
Branding Empathy: Stepping into Others' Shoes, Even When the Size Differs?
Empathy is popularly defined as the ability to step into someone else's shoes. However, let's face it: in an increasingly polarized world of differing opinions and perspectives, being empathetic isn't an easy task. Especially when Empathy is a process involving 3 evolutionary and complementary stages.
Stage 1 - Cognitive Empathy: allows us to decipher the intricate thought processes of consumers, unveiling their underlying needs and motivations. By comprehending the cognitive landscape, we lay the groundwork for crafting meaningful solutions.
Step 2 - Emotional Empathy: delves into the realm of feelings and emotions, essential components of human decision-making. This step transcends the surface, enabling us to grasp the emotional motivations and barriers that shape consumer choices.
Step 3 - Compassionate Empathy: marks the apex of the journey. Here, brands transition from passive observers to proactive problem solvers. By actively resolving consumer issues, we provide a sense of well-being and assurance, establishing trust that echoes through every stage of their purchasing journey.
Incorporating these three steps, the Empathy Model stands as a blueprint for brands to authentically connect with their audience. It's not just a process; it's a commitment to understanding, resonating with, and enriching the lives of those we serve. As we embrace empathy as a cornerstone of brand strategy, we pave the way for deeper connections, enduring loyalty, and a truly impactful presence in the marketplace.
Pack Me Two Kilos of Empathy, Please
Empathy isn't available off the shelf, and there isn't a pill that can turn a lackluster company into a people's champion. But there are ways to align a brand's culture with the feelings of its customers, thus creating a more humanized brand, or at the very least, a more sentient one.
Dave Gray has developed a practical approach to help brands map out consumer empathy, starting by putting company teams in the shoes of the customers they serve. This Empathy Model, developed by the Design Thinking expert, begins by answering 7 essential questions to understand how consumers FEEL, THINK, and ACT in relation to the brand.
Whom should we develop empathy with: Who is the person behind the consumer we seek to understand better, and what reaction do we intend to elicit?
What the consumer thinks and feels: What are some of their main functional and emotional concerns and aspirations?
What the consumer hears: What might friends, family, colleagues, and bosses likely say about the consumer's use of our brand? What might influencers say?
What the consumer sees: How can we define and characterize their environment, their friends' behaviors, and what the market offers?
What the consumer says and/or does: What is their public attitude, appearance, and behavior towards the brand? Are there differences in more private and familiar settings?
What are the consumer's pains: What are their fears, frustrations, and obstacles when using the product and/or service?
What are the consumer's gains: What rewards, desires, or needs does the brand satisfy, and how will these be evaluated and shared?
Now that you've asked the right questions, I am confident that you've ignited the energy and environment needed to apply the Empathy model. The 4 steps that can further humanize your Brand are up next.
The Empathy Model in 4 Steps
David and Tom Kelley have devised a model that allows any brand to create an empathy map in just 4 simple steps, easy to implement, and grounded in 4 areas of analysis. Divided into four quadrants—Say, Think, Do, and Feel—the Empathy Map helps organizations develop a comprehensive understanding of their audience, fostering empathetic decision-making and enabling the creation of more relevant and impactful products, services, and strategies. It's a versatile tool that finds applications in design, marketing, and beyond, helping organizations bridge the gap between intention and customer experience.
The Empathy Model enables busy managers to map their brand's empathy in sessions lasting from 30 to 90 minutes. I personally apply this model in 45-minute training workshops, consistently yielding surprising solutions by the end.
Beyond the technique, all you need are some extra pens and post-it notes, and gather company collaborators who possess the most information about the end consumer. Let's embark on these 4 steps!
STEP 1
Using a flipchart, whiteboard, or even a simple wall, draw an area with four quadrants. Label each section as "say," "do," "think," and "feel," respectively.
STEP 2
Ask each team member to jot down their observations on post-it notes and fill out the "say" and "do" quadrants. Utilize color coding. For instance, use green Post-its for positive statements and actions, yellow for neutral observations, and pink or red to describe frustrations, confusion, or pain points.
STEP 3
Once the team has no more observations (or space left) in each quadrant, start filling out the "think" and "feel" sections with post-its, based on the body language, tone, and choice of words the team used. Use the same color code.
STEP 4
Now that you have a colorfully decorated wall, step back and examine the map as a whole. Identify the consumer's 'Pains' and 'Gains.' What insights and conclusions can you draw from what you've written? What seems new or surprising? What frustrations are being generated by the product or service? What rewards is the brand delivering?
More recently, Dave Gray worked with Alex Osterwalder, designer of the Business Model Canvas, and create a new version of the Empathy Mapping Canvas, and made this tool more usable and to deliver better experiences and outcomes. Here it is
Congratulations: you've got yourself an empathetic brand!
In the realm of empathetic engagement, Jamal Zaki, a distinguished psychology professor at Stanford, draws a compelling analogy – empathy, he suggests, is comparable to a muscle; its vitality wanes if left idle. This notion underscores the intrinsic nature of empathy as an essential human quality, one that can be nurtured and harnessed to elevate brands to unprecedented heights.
The creation of a Brand Empathy Map, as illuminated through our exploration, emerges as a pivotal stride in fortifying your company’s foundation. It heralds a transformation that goes beyond products and services, sculpting a corporate culture steeped in the nuanced fabric of human sentiments and emotions. It’s akin to molding a symphony that resonates with the harmony of consumer experiences.
This strategic path, however, is far from a finite project. Rather, it ushers in an enduring ethos that requires nurturing – a commitment to infuse empathy into the very DNA of your brand. Just as empathy itself is an ongoing journey, the journey of brand empathy mirrors this trajectory. As Jamil Zaki succinctly encapsulates, 'Empathy is an ongoing project that all of us are taking part in to decide and shape who we want to be.'
In this quest, empathy becomes more than a tool; it evolves into a guiding principle, empowering brands to not only understand but to connect, influence, and ultimately thrive.
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