Business Growth Matters
Customers define themselves through brands they use. The branded clothes they wear, the cars they drive, the drinks they consume, the university they attended, favourite spots to hang out and eat, and so on.
When people form an emotional attachment to a brand the strength of that bond is not dissimilar to an attachment to another person. It becomes hard for that person to separate themselves from one brand and begin a new relationship with another.
Emotional branding can be achieved by putting what customers deem most important ahead of everything else. Here are a few things to think about and incorporate across all communication channels. So, how do you demonstrate you’re putting your customers ahead of all other considerations?
1. Decide which emotion you want to target in your audience. Defining your target audience's core emotional need is the most important aspect of branding. It is vital to communicate this insight through all your internal and external communications.
2. Encourage customers to reach the desired emotionally bonded state; “I will only buy brand x”? Start by considering your customers’ needs - what they want, need and aspire to. Identify the primary feelings, emotions and behavior that motivate your customers to make a decision. Connecting those feelings to your brand will inspire more thought and consideration.
3 .Create consistent communications centered on customers’ emotional needs. Every point of contact should reflect and reinforce the message that the brand is responding to its customers' emotional needs; i.e. customer relations, online content and social media engagement. This is especially important at ‘moments of truth’.
4. Positioning: What makes your brand different, better?
Repositioning a brand in emotional ways creates greater recognition. Positioning is everything. What are you doing to create differentiation with your brand or organization’s position – particularly against your biggest competitors? Is your positioning supporting the brand story and heritage? Can you tell someone what makes your brand better or truly different in less than 10 seconds? If you can’t, you have a positioning problem.
5. Storytelling: How interesting and relevant is your story?
Stories are processed through an entirely different cognitive system – where people tend to put down their cognitive defenses. Therefore, a good emotional story can make a significant impact on motivating response. Your brand story must create a powerful emotional connection. Creating a brand story is not simply about standing out and getting noticed. It’s about building something that people care about and want to buy into.
6. Imagery: What kind of powerful images evoke curiosity and attention?
People process images thousands of times faster than text; love to share cool imagery and are drawn to beauty and universality. Research indicates that Images may be superior to words in inducing evaluative responses, communicating emotions and creating memories. Emotions drive the basic motivations that energize behavior – which is one of the reasons why TV and video is so effective in influencing consumer purchase behavior. Expressing a brand’s essence through unexpected and powerful visuals attract greater interest and attention.
7. Ideas: What type of ideas make people remember?
The very definition of idea means “a thought or suggestion as to a possible course of action…or the aim or purpose”. The brands with the most original, creative, emotional and unique ideas are the ones that stand out, are memorable and create conversations. The best ideas make you feel, think, remember and share.
8. Integration and technology: What is the best way to manage outcomes?
Adaptable, personalized digital experiences ensure your brand connects emotionally with customers across all platforms and channels. Creating personalized experiences to ensure that your brand connects emotionally with your consumer, no matter where they are, what device they are using or how they interact with it.
9. Analytics: How can you use analytics to emotionally track a customer?
You are constantly learning from your consumers and how they connect emotionally with your brand over time. The customer journey is about understanding how and where to connect in every touch point your customer is interacting with. It’s not just about collecting data but knowing what to do with it. Go beyond data and dashboards to reveal actionable, emotional insights that influence conversations and tactics.
Social-Fly.ca is a leading SEO-Digital Marketing Agency that provides simple, effective marketing solutions. We offer a free marketing consultation to small and medium sized companies that need a better return on their marketing investment. Please feel free to book your consultation by calling our office (604) 803-4740 or online: https://www.social-fly.ca