Branding – Make That Emotional Connection!
If a brand is able to consistently connect with its customers on an emotional level, it is much more likely to achieve strong customer loyalty. So, how then does a brand create this emotional connection? We have created a process that enables organizations to understand how emotionally connected their customers are to their brands, and based on that insight, to develop ways to create stronger emotional connections.
The first part of the process is research-based and seeks to understand the ways in which customers connect emotionally to the product or service category and then to the brand itself. The second part of the process generates hundreds of ideas for strengthening that emotional connection based on the insights from the research. Next, the ideas are culled down to those that can be implemented quickly and that have the highest potential for success at the lowest possible investment. Finally, we develop a plan to implement these ideas.
So, what have we learned from using this process with our clients? First and foremost, a brand must be trustworthy. It must consistently deliver on all of its promises. All customer touch points must be in alignment on this. Related to this, an organization should never oversell its capabilities. Set customer expectations realistically.
Article sourced from http://www.brandingstrategyinsider.com