Emotional Branding…..the Compelling Why?

Creating an emotional connection between customers and a brand is probably the highest achievement in marketing.  Most often, brands strive for this mark by being the best at something and then reinforcing that position at every opportunity. The bond or connection is forged when you can answer the compelling why? Why should a customer buy your brand?  What compels customers to choose you?  If you have answered the why, you have started the emotional branding process.

Think about Apple and Starbucks as examples of emotional brands.  Have they created a connection with their customers?

The best way is to create a brand connection is for them to experience a difference.  Why are you different? Is your product one of a kind?  If not, then is your service exceptional?  When building emotion into your brand customers go through stages….

Emotional Stage 1 – How you get someone interested? Why should they choose you?

Emotional Stage 2 – How do you get someone to consider a purchase? Do you offer value or experience?

Emotional Stage 3 – How do you continually reinforce that their purchase decision was absolutely the right decision?  Did you create value or experience?

Emotional Stage 4 – How do you create a loyal customer such that they want to continue to buy your product or service? Can you cross or up sell?

Emotional Stage 5 – How do you create a brand connection so that your brand becomes part of your customer’s life?  Do you have a way to communicate to your customers: email, Facebook, twitter or text? Remember, out of sight out of mind.

Emotional Stage 6 – How do you get your audience to be your ambassador?

Getting customers emotionally invested in your brand success is the pinnacle of marketing success.  Find us on Facebook & Twitter @ata2udmedia

Extracted from the web @ http://www.businessesgrow.com/2012/02/01/the-six-stages-of-emotional-branding/

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