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.
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:
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:
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.
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
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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