Brand strategies fail daily due to lack of imagination when consumers develop no aspiration to engage into their consumer psyche to convert into your long-term loyalists.
Your brand need to create a buying response that is more worth than a once off or needs based response. Every business relies on relationships and therefore it is important to understand the different emotional connectivity’s the consumer is in need of to engage and become the long-term loyalist.
There are 16 different emotional connections a consumer will show response to according Barry Feig, world-renowned marketing strategist.
It is important that your brand strategy no matter what product or service, appeal to these emotion-connectors. The more emotions you can identify, the better.
Identify them to your business through writing a short blurb of what your product or service involve. Connect the emotion-connectors that relate to your blurb and then build your branding strategy around them.
Emotional branding can become strange and difficult to comprehend, but if you have a strategic and innovative branding team behind you, you will trump your awareness and trigger long-term loyalists.
Forever Friday use nine different strategies to connect Feig’s emotions to a brand strategy. We gladly share these four game changers in brand strategy development.
- Exemplify brand values through fans.
To discover and listen to responsiveness of the social campaigns, we discover the appeal of emotion to the product or service need. Being illustrative through captivated images and photography, emotions are captured to create connection and alignment.
For example: Images that promote bonding, happiness and love will trigger “Family values” as emotional need and will align with marketing campaigns of brands that see a connection with their business (blurb) and emotion trigger.
- Design according to type.
Every type of design appeals to a specific desire. The colour, font and layout of design need to appeal to a specific emotion within 3 seconds and therefor need to be conceptualized according to the correct target market.
For example: Designing a sleek and dark design will compliment brand statements that focus on “timeless”, “state of the art” and “luxury” concepts. This type of design will therefor trigger the “desire to get the best” and will have to align with all branding related to this type of consumer engagement. Using bright colours, vibrant characters and whacky concepts to promote a concept will trigger a “Fun is it’s own reward” emotion big time.
- Give bold perspective.
It is often very important to provide a different perspective to your brand in order to trigger more emotion and to activate more brand awareness to the desired market that is not yet engaged.
For example: Create a marketing campaign that focus on a broader market in order for them to find the greatness in themselves experiencing your brand. This type of marketing strategy can boost your brand evoking the emotion to “re-invent oneself”.
- Always give back.
You need to give back in order to create loyalty. Rewards, points and membership benefits can become quite generic and bland, but to connect emotionally with your giveback promotion, one can boost brand awareness and engage to much more consumers.
For example: Activating the benefits or rewards of your clients through it being transferred to their loved ones can trigger “Sex, love and romance” as emotional target. Automatically the feel-good experience reflects within your client that is more powerful than the value of the complimentary benefit, but more importantly – your brand are activated in an extensive market.
It is very important to go further than just thinking abstractly about emotional branding. You need to have a bulletproof understanding of what emotions you need to target.
Forever Friday use a dendrochronology approach to brand strategy and emotional branding.
Discover, Conceptualise, Design, execute and nurture strategies to trigger emotions in order to create long-term loyalists for your brand.