From function to feelings — Home appliances hold more emotional power than we think.

I've spent a whopping seventeen years diving headfirst into the world of home appliances. After working with three of the world’s biggest and most innovative brands, I have discovered some incredible truths and misconceptions along the way that have made marketing these everyday marvels not just a job, but a creative love affair.

Spoiler alert? Appliances aren’t just lifeless gadgets that chill our produce, crisp our cutlets or fluff our towels; oh no, they are the unsung heroes of some of our daily dramas, the quiet companions that help us wade through the chaos of modern life. They have become an integral part of our personal lives and rituals, and there’s a lot of emotional firepower that comes along with that. More and more, home appliances have become expressions of who we are and how we want to live. They fuel our need for nesting, escapism, security, creativity  and individuality. In many ways, the brands behind these products mirror our personal values and what we care about most.  

Below are 5 of the most important things I have learned about how brands can truly win in this space. 

1. Tell your brand story like you’re spinning a campfire tale.

Ever wondered why some brands just feel like old friends? It's because they've mastered the art of storytelling. In a category that is often drowning in similarity, your brand's story and/or heritage can be a powerful secret weapon. Don’t just sell products; weave a narrative that tugs at the right emotional strings. Let your history, your mission, and your values shine through, and find and connect with folks who share your same values and passions. People crave connection, and a compelling story can often make them choose your brand over others.  

2. Innovation: A Dash of Magic, Not a Gimmick.

Car enthusiasts geek out about going from 0 to 60 in a flash. Well, appliance aficionados have their own moments of excitement. Imagine your induction range racing to boil water or your dryer miraculously smoothing out wrinkles in minutes. It's like everyday magic that leaves consumers in awe. But here’s the catch – innovations should simplify, not complicate. Purposeful magic, that’s the key. Focus group after focus group we have learned how important it is to make sure the features you are highlighting genuinely enhance lives. Consumers are sharp; they know the difference between genuine innovation and mere gimmicks.

3. Design, Darling, Design.

Design isn’t just a buzzword; it's a way of life and an extension of our personalities and sense of style. It used to be you design your kitchen first, then choose your appliance package. Well, not anymore (and for appliance brands, that’s a good thing!). Consumers aren’t just looking for functionality, they want beauty, elegance, and individuality.  Show them the dream. Help them visualize how your appliances will transform their spaces. Design isn’t a luxury, it’s a necessity - and it's your ticket to winning hearts. Give them the inspiration to visualize it, and make it swoon-worthy. The design bar has been raised, even for appliances at lower price points. Everyone wants to live surrounded by better design.

4. Every step in the consumer journey counts.

Don't you love it when a brand cares about every interaction you have with them, even after you buy? From the first hello to post-purchase support, it's like having a friend who's got your back. When brands go above and beyond with friendly interfaces, crystal-clear manuals, and awesome customer service, that can be a gamechanger. This will also help your social feeds from becoming the dreaded public facing complaint department. I always think every touchpoint is as important as a splashy brand campaign, with the same emotional potential. And word of mouth? It's the OG influencer! The brands that get that and nurture those connections are the ones who truly win our hearts and homes. 

5. Less Advertisements, More Wooing.

Ok, this is a big one. In our performance driven, media fractured world, I’ve seen marketing directors become increasingly lost in performance tactics. Your marketing doesn't need to scream "advertising." Nor should it. When it comes to appliance shopping, consumers routinely do their homework, checking off a lot of practical boxes. But I’ve found what tilts the scale is truly understanding the emotional drivers of your audience. Surprise them along the way with quirky, out-of-the-box ways to discover your brand's awesomeness. The goal is to make people fall head over heels for an oven or fridge, sometimes before they even think about buying one! Sometimes, the heart decides before the brain even knows it's shopping!

I’ve loved every moment of my home appliance journey in advertising. May we continue to find beauty in the everyday, and may our brands continue to tell stories that resonate, innovate with purpose, design with love, nurture connections, and above all, charm our socks off. People may not think of an oven or refrigerator as carrying a lot of emotional firepower, but I certainly do — and I think a lot of consumers would agree. At least, if a brand gets it right. 🚀✨