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Build brand affinity through discovering your product’s true ‘job’

Once you’ve figured out how and why people use your product, you can harness this information to make it both more accessible for consumers and more appealing to them on an emotional level.

November 2, 2018

1 Min Read
Build brand affinity through discovering your product’s true ‘job’


“What we want to get you guys to think about are: What are the functional problems that you’re solving in your consumers’ lives with your product? And then, what is the emotional thing that that consumer is going to need [in order] to feel like they’re not making a compromise or it’s a new experience for them … [and] how can you fuse those things together to give your brand more of a focus on why it should exist in the world.”

—Fred Hart, Interact Boulder

Part 1: ‘Hiring’ a food product for a specific need or ‘job’


  • Brands need to fully understand how the product they create will be used by consumers

  • Knowing the ‘job’ for which consumers are ‘hiring’ the product allows brands to engineer and package the best product to fulfill an exact purpose.


Part 2: What are the outcomes of a job well done?



  • When a brand does a good job of fulfilling a specific need or purpose, that is what builds affinity and loyalty among consumers to the brand itself

  • Brand affinity is what allows certain brands to stand out in a saturated category


Part 3: How to transform the presentation of healthy brands to overcome negative stereotypes


  • There are two parts to every equation when trying to solve the consumer’s problem: a functional side and an emotional side. Both are equally crucial components when building a successful brand.

  • You will want to brand your item in a way that appeals to this emotional overlay

This session—Brand Therapy—was recorded at Natural Products Expo East 2018. 

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