Don’t underestimate the power of positivity for your brand
I’m constantly reminded of how easy it is to get that anxious feeling of being overwhelmed by all the negativity in our world. Just open a news app. Or watch any video from an intentionally controversial online celebrity/influencer/political commentator. They understand how threats, scandal, or injustice pushes our buttons – even if the truth of it is questionable or outright trumped up.
There is no denying that creating a little anxiety can bump up results. Whether you’re looking for more visits or clicks. I even see it seeping into the efforts of brands that I had trusted to be above making me feel anxious. I mean, c’mon, I thought we had a thing going on here, brand.
I get it. The short-term gains are seductive. But, ultimately, we don’t like feeling anxious. In fact, we try to avoid it. So we remember those things that made us feel that way. Yeah, I’m looking at you, ex-favorite brand.
Positivity rules
When life gets to the point of feeling overwhelming, it becomes clear how much we prefer things that bring positivity into our lives.
Pinterest recently contracted Morning Consult to do a study on the power of positive environments.
According to a post from Pinterest, “The research shows that positive environments drive impact for brands at every stage of the purchase funnel. When they're in a positive space, 6 in 10 American adults agree that they're more likely to remember brands they encounter online (56%), feel positive about brands they encounter online (59%), trust brands they see in a positive space (56%) and ultimately make a purchase from a brand (54%).”
I know it’s too convenient that this comes from Pinterest and touts how positive people feel using the platform. But I respect Morning Consult, and I do think there is a valid point that comes out of this: we like being in the warm embrace of positivity.
A brand that recognizes that and helps create it is a brand we want in our lives.
As we create everything from our brand briefs to our pre-launch checklists, we should make an effort to remember the power of positivity. We should ask is this effort helping people solve a problem? Take advantage of an opportunity? Better yet, is it helping them take another step toward their idealized self?
Imagine giving those we hope to serve something like that. Imagine the aura that would create around our brand. It could be incredibly rewarding in so many different ways. I’m positive about that.