← The Foundr Podcast with Nathan Chan
The Foundr Podcast with Nathan Chan
648: (Solo) Why the Best Brands Create Moments, Not Just Products
00:07:55
The brands that win don't just deliver products. They create moments. And once you see this pattern, you start noticing it everywhere.
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A
Hey, founder fam. I want to talk to you about something super exciting. We're officially partnered with Omnisend, the email marketing and SMS platform built specifically for e commerce founders. We've been recommending Omnisend to founder students for a while now because it just works. Whether you're launching your first store or you're scaling to seven figures, it really helps you automate your marketing and get real results. Did you know on average, OMNISEND customers make $68 for every one, one dollar they spend, which is an insanely good return on investment. And because you're part of the founder community, you get 50% off your first three months with the code FOUNDER50. Just head to omnisend.com founder without the
- [00:44]
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e to get started.
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A
All right, now let's jump back into the show.
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B
Hey, guys, Nathan here. Welcome back to another Founder to Founder podcast solo episode. Today I want to break down a really simple but powerful concept I recently came across. And I think it's something every Ecom founder should be thinking about. Because this highlights a key truth about building brands. And that is the brands that win don't just deliver products, they create moments. And I came across this idea from one of our course instructors, Camille Moore, who talks about something called the Overflow Effect. And if you don't know who Camille is, she is incredible at branding. She has a branding agency, she works with a lot of big e comm brands. She is amazing and she really knows how to create a brand that stands out and gets cut through. And she's incredible. Absolutely incredible. You got to check out her program on the Founder plus platform. But basically, once you see it, you start noticing it everywhere. So what I want to break down is why it works so well and how you can apply this idea to your own brand and how you can create moments.
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C
So let's dive in, hear the stories, learn the proven methods, and accelerate your growth and future through entrepreneurship. Welcome to the Founder podcast with Nathan Chan.
- [02:14]
B
So here's the concept. There's a well known burger chain that does something really, really interesting with their fries. When you order fries, they don't just give you what fits neatly into a cup, they actually give you a full cup and then they add even more on top. So when you open the bag, there are fries overflowing everywhere. Now, on paper, it's a very small detail, but in reality, this creates a very specific feeling and it's what we call surprise and delight plus generosity. So when you open the bag and think, wow, there's way more here than I Expected. And did they do this on purpose? Well, that's actually pretty generous. And Camille talks through this concept in her TikTok video. If you want to see it, you know, we have a link to it in the show notes. But what we know is that once that happens, that moment sticks. And what's happening here is something called the law of reciprocity. So when someone gives us more than we expect, we naturally feel the urge to give something back. And Robert Cialdini talks about this as one of his principles of influence. It's one of my favorite marketing books of all time. So the law of reciprocity is very, very, very powerful. In this case, that something back might look like telling a friend, posting about it, leaving a review, sharing it online, and most importantly, going back again. And that's where this becomes super powerful for brands. Because that small moment of generosity turns into word of mouth, user generated content, repeat customers. And here's the key, the cost of that extra handful of fries is actually just minimal, but the impact is mass. And that's what we call an asymmetric upside. An example of this from an e comm store would be like a brand like Adore Beauty where they added a Tim Tam biscuit to every order, or a new medical based deodorant brand, Lorient, that puts a thoughtful and personalized handwritten note in every online order. So it's a small cost that gives a disproportionately large return. So most e commerce brands focus heavily on the product, the price, the ads, the website and all of these are important, but they overlook the experience, but most importantly the surprise and delight of how you make people feel. And that's fundamentally what makes a brand stand out. It's the difference between a good brand, a great iconic brand and an okay brand is they make you feel something. And I know what many of you guys would be thinking, well, if they deliver what was promised, isn't that enough? But in today's market, meeting expectations is not enough to stand out, because every brand is doing that. And the brands that grow faster are the ones that really create moments people remember, moments that make customers feel something. And we're entering a time where products are easier than ever to replicate. AI is accelerating content, competition is increasing and differentiating your brand is getting harder. So what actually makes a brand stand out? It's emotion. How does that product make someone feel surprised, delighted, understood, excited? Because if you can create a feeling, you can create memorability. And that memorability drives retention, referrals, loyalty, and most importantly, Word of mouth. That is the number one thing that is so hard to measure, but it is so incredibly powerful. Now, the important question you might be asking is, well, this all sounds great, Nathan. How the hell do I apply this? Well, the overflow effect doesn't have to be literal. It can show up in many different ways, like adding a small, unexpected bonus package. The best brands, they actually thank their customers and give them a coupon. They give them a gift card, they give them something. A handwritten note is important, but a lot of people do that now. But it's a start over. Delivering on packaging or presentation, providing more value than it's expected. It's the surprise, it's the delight, it's the experience. Creating a moment that really feels thoughtful and generous. Because I tell you what, people hate to be sold to, but they love to buy. So how can you make that buying experience just so incredibly joyful? I don't know about you guys, but when you open up, you know that Apple box, whether it's a iPad, whether it's a iPhone, whether it's a new laptop, even if it's an imac, they have just nailed that whole experience. So the key thing to take away here is the law of reciprocity. Give more than expected in a way that feels intentional. Because when customers feel heard and seen and surprised and receive more than they paid for, they remember it. And more importantly, they talk about it. So here's the big takeaway. The best brands don't just deliver products. They create experiences that people truly remember. Because when you make your customer feel something, you give them a reason to come back, share and stay and truly be connected to your brand. And that's how you build a deeper relationship than most companies do. And often those moments don't require massive investment, just intentionality. Now, if you want to go deeper on this concept about building a brand that truly stands out, we have an incredible program on Founder plus with Camille Moore called the E Commerce Branding Blueprint Print. You can try it out as part of our Founder plus membership for just $1. And she breaks down exactly how to create these kind of emotional, memorable brand experiences that drive real growth. So if you're serious about building a brand, not just a product, I'd highly recommend checking out this program. It is incredible. Just go to founder.com forward/membership, sign up for a dollar trial. All right, that's it from me. I'll speak to you soon.