Advertising & MediaBrandingCommunicationsCustomer ServiceMarketing

What Feelings Does Your Brand Evoke in Customers?

Your brand is as successful as the emotions and all the by-feelings that is evokes in the customer. Ozan Karakoc wrote, “a brand, which is associated with a unique concept is more likely to be remembered, loved, and purchased. This is possible with the right brand strategy, good design and consistent marketing.” As an entrepreneur or a growing business, you are not in business just to make profit. Profit is the end result of your business. Don’t get me wrong, profit is important, but the focus should be the interest of the customer. Russ Ackoff said, “Profit is to a corporation what oxygen is to a human being: necessary for its existence, not a reason for it.” A good emotional bond between your brand and your customers, however, contributes to business profitability. This is why you must be interested in what customers feel upon interaction with your brand.

More and more people are relying on their emotions, the feelings that a brand elicits in them in their brand decision, than ad content and information. Let me give you some useful insight: “Millennials (ages 18 – 34) identify with brands more personally and emotionally than do older generations, with 50 percent agreeing that brands represent their values and where they fit in. Great emotional branding doesn’t directly sell products—it sells feelings. The goal is to generate a feeling for potential customers or clients to associate with your brand and then make sure you’re representing it across all your marketing channels—including both online and offline ads, in your social media and in your website content.”

Businesses engaging in emotional branding put the customer ahead of the product and profit. This is branding and it is very important because customers like to define themselves with the brands they are using – where they shop, what they are wearing, what car they are driving, the fragrance they carry, what online courses they are buying, where they hang out, etc. Customers who are connected to your brand with an emotional dimension, are more likely to resist the temptation to defect to a competing brand offering comparative price or convenience. What emotions does your business evoke, and how can you use them in building your brand? Let’s talk.

#brandgrowthcatalyst #branding #marketingcommunications

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