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One important goal when marketing your business is to inspire an emotional link between your consumer and your brand. The key to emotional branding is to first grab the attention of the audience emotionally by telling a compelling story about the product or service and then sells them on the benefits of what you offer.
On some level, brand has always been about creating an emotional connection with consumers, but it is now becoming critical for entrepreneurs to understand how to connect with their unique audience. Emotional branding is about building a unique trust that your brand offers something of value to your audience. We build relationships every day and have been doing it our entire lives on a personal level. Why should it be different on a professional level?
Think of yourself as the consumer and the joy you feel when you receive an unexpected gift from a company, such as a complementary drink or when you have a pleasurable shopping experience. How about the way you feel when you wear a new jacket or new pair of running shoes out of the store. As consumers, this makes us feel wonderful; as if the product was made just for us, just for someone like me. This is how your clients should feel about your brand. It should make them feel unique, enlivened, amused, awakened, beautiful, intelligent, encouraged, energized, or simply...special. Clients connect and are meant to connect with us as personal brands in many ways. This is how they remember our product or service-through the way we brand them.
We often develop a relationship with brands, almost giving them human-like qualities. We tend to create emotional connections with brands just as we do with pets and other non-human objects. This is referred to as anthropomorphosis; it is the tendency we have to project human emotions onto things. Haven't you ever found yourself getting upset at your computer if it is not working the way that you expect? You may find yourself frustrated and cursing at your computer. This is anthropomorphosis and we experience such tendencies all the time when connecting with product and service brands.
The reason we have such attachments may be because we count on products and services to provide us what we want, just as we count on a good friend. They make us feel good when they fulfill our expectations. These feelings are at the core of emotional branding.
We all have some sort of relationship with the things that we choose to buy and good advertising plays on these natural tendencies. Our interpretations of inanimate objects might seem peculiar, but we naturally interpret everything we experience in human terms. The desirability of most products and services come from the statement that their brand makes. Whether we want to admit it or not, everything we choose to buy, how we dress and wear our hair is a reflection on who we are as a personal brand and how others perceive us. So if you ever hair sprayed your bangs three inches high on your head, wore fluorescent clothing and owned a pair of jelly-shoes (aw, the 80s) you were making a personal brand statement.
What brand statement do you want to make in your business and what is the brand statement that you are actually making?
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