Do you know how your customers feel?

People become emotionally connected to a brand for a number of reasons. Emotional brand connection arises from positive shared brand experiences.

Do you know how your customers feel?December 15, 2014

Brand Loyalty / marketing - By: Multibrand Media

It’s easy to claim your product, service or program is the best. I’m also sure you can prove it. But what if your target doesn’t care about how well you do your job?

In my opinion, the best approach is to create a link between what your brand stands for and the positive emotions of the target. Instead of overstating your greatness, find out who uses your work of art, where they use it, and why.

Follow these steps:
  • Write down the strongest positive human emotions
  • Determine which of those emotions link your consumer to your brand
  • Exploit and reinforce that connection

It sounds easy, but it’s quite challenging. Before you identify those emotions, equip yourself with correct data and always conduct proper research.

LET’S DIVE A BIT DEEPER

Let’s dive a bit deeper:
To achieve consumer insistence on the brand, the consumer/audience must trust your brand and feel an emotional connection to it. People become emotionally connected to a brand for a number of reasons:

  • The brand stands for something important
  • The brand’s intensity and vibrancy connect with people on multiple levels across several senses
  • The brand is unique
  • The brand is admirable
  • The brand consistently interacts with consumers
  • The brand is incapable of user disappointment
  • The brand makes consumers feel good about themselves

There are many ways for your team to achieve this emotional connection between consumer and brand. While it may be unfair to name just one, it is especially important is to ensure that each of your team members is trustworthy, helpful, friendly, courteous, kind and cheerful. While you’re at it, add to that list empathy. Good listeners are reassuring to consumers.

Accomplish this by creating an environment that includes appropriate hiring criteria, training and organizational culture. Remember, good service is about employees and brand coming together to create positive consumer feelings by doing the right things. Over time, emotional brand connection arises from positive shared brand experiences.

Trust and loyalty are built over time. Speed up the process. Offer an unconditional guarantee of the quality to your consumer. Brand loyalty is a quickest way to reduce the downside risk of a new unknown brand and to immediately generate some minimum level of return.

Steps for building extra loyalty include:
  • Frequent, habit-forming interaction between brand and consumer
  • Over time, build cumulative value for the brand’s customers/audiences
 

Experiment with these emotion-based criteria:
  • Adventure
  • Community (togetherness, friendship and love)
  • Providing and receiving care
  • Self-expression (Who Am I?)
  • Peace of mind
  • Conviction (Stand for something)
 

Should you have more questions about the emotional marketing & branding or creating emotional brand connections by tapping into human motives, MBMI is ready to provide with custom-made solutions for your customers/audiences.

Header Image Source Diego Sevilla Ruiz

Post by

Robert Brndušič-Deduš
Senior Advisor and Authorized Agent

Deduš is a new style communicator who founded Slovenia's Medija Servis, a European media consulting and research provider, operated and marketed by MultiBrand Media International since 2012. Robert's unique approaches to product research, positioning and marketing, talent development, and overall brand management, have been recognized by many of Europe's most influential media corporations.

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