Take the example of any organic food brand you’ve seen, such as Signature Market and Organicule. How do they describe their food products? What benefits are highlighted? Customers who consume organic food are often health-conscious and/or environment-conscious, so the brands’ value propositions usually revolve around health benefits or non-GMO attributes.
Therefore, by knowing who your customers are, you can identify the right personality and language to reach out to them, thus being more relatable and likeable.
The brand has a whole designing team of artists and architects dedicated to developing homeware and furniture that help customers in their daily lives. From sophisticated wardrobes with three sliding doors to a simple glass bottle with a stopper, IKEA’s products are made to ease their customers’ lives.
Despite Snapchat getting the first-mover advantage in the multimedia-sharing innovation, Instagram is the current chart-topper. This is thanks to Instagram’s deep understanding of how people use their Stories feature. They also made it better and easier for people to check and navigate their posts back and forth. While Instagram milks their new success, Snapchat is scrambling to cover losses and a shrinking number of users.