In the intro of our blog, Your way to brand legacy, we briefly mentioned brands’ preference and how do people choose their favorite product. As this is a process of a huge importance, we wanted to dig deeper into it and discuss it furthermore.
Take a couple of minutes and think about a brand that you like or even love. I don’t expect you to be as crazy about it as Cher Horowitz in Clueless but I am positive there is a brand or two that means a lot to you.
Now think more. What is it that you actually love about this brand?
- Is it the best in the field? ( maybe, but on the technical part I am pretty sure the market can find you a better product).
- Is it the cheapest and you feel no burden spending money on it? Or maybe it is the most expensive which is what you always look for.
These might be factors that make this brand appealing but they are not the reason for which you become a loyal customer.
How come? you may ask.
Well, research has proven that customers who prove brand loyalty are driven by emotional behaviors rather than rational decisions. In other words, brands that can get people emotionally hooked are the ones who generate more reach and a long term profit.
Now, how is that possible?
First Brands need to deliver a good product to the market. It is undoubtful to say that the very first brand impression is its performance satisfaction. Customers need to approve of what is the brand offering. They cannot blindly opt for it through only an emotional demeanor. A certain brand differentiation needs to be noticed at the market. However, the turning point that determines a brand’s long-term success is its emotion-driven marketing.
Big brands have seized the opportunity and leveraged it to the most.
Disney “Where the dreams come true”: this worldwide brand spoke to the inner child of every person. The company’s extremely powerful branding focused on spreading magic all over the world. Disney is the ambassador of happy ever afters. At some point, everybody feels bewitched to buy a Disney product. It is simply unconscious!
Nike “Just Do it”: This brand’s marketing is genius to me. Nike’s tagline resonated everywhere. Why? Because It spoke to everybody. It wasn’t only exclusive to athletes. At the contrary, it spread the love of sports and mostly of determination. It lifted up spirits and thus easily gained the hearts of its target audience.
Apple’s “Think different”: The brand is not only a pioneer in the tech industry, but it generates a whole mindset to its audience. It celebrates difference. It celebrates creativity and it makes you feel smart and capable. I can’t say the brand worked its tricks on its audience because nothing feels tricky about it. Everything feels simple and genuine.
I can go on and on. But I hope you got the point.
If you are a digital marketer or a brand manager, It is crucial to know the emotional motivators of your target audience.
I know that benchmarking on the brands above can get you nervous, but you don’t have to compete with that!
You just need to understand your potential clients and learn how to connect with them both rationally and emotionally. Once you forge a powerful bond with your customers, you will be able to drive their behaviors and retain them.
The process may take a while; I mean a whole “science” was created for the matter.
Companies today hire more data scientists to dig in and fully research their niche’s behavior in order to come up with the best marketing strategy accordingly.
It is not easy! And it is not really scientific. But that is how brands hack their way through the market.
The range of emotional connections that your brand can make is not limited.
It can relate to your product; like generating a feeling of uniqueness or of well-being or of luxury etc. but it can also relate to the culture of the brand. You can be a tech company but you strongly stand for certain values: you can be an environmentalist and a part of your profit is dedicated to environmental causes. You can be a philanthropist and you display your humanitarian affiliation through your campaigns and your activities.
All of this accounts to the emotional connection- driven strategy.
Once you figure out your voice and decide which emotional connection(s) you wish to convey, then it is just a matter of how to convey them.
Hint: Work on your marketing and remember that social media affiliated customers are 3 times more emotionally connected than the rest of your customers. So leverage your social network to the fullest and give it the power to always impress!
A great way to do that is to get them engaged through innovative marketing. We are living in a time of disruptive technology, and it is crucial to ride the wave and use it to drive customers.
Here at Augmania we leverage AR for better marketing. Our DIY self-service AR campaign builder is a tool to help marketers advertise in a way that directly speaks to customers and emotionally connect with them.
So, if you too believe that is what marketing is about, be our guest and join our special list of early adopters: https://augmania.typeform.com/to/gUQLrS
See you soon!