I occasionally enjoy people watching at the mall. It is a wonderful opportunity to observe human behavior and their interactions with images and products. It is such an eye opening experience.
One of the questions I always ask is…What attracts people to a particular brand and what draws them to choose and ultimately make a purchase? There are numerous factors, but a few consistent rules apply. The one that stands out the most in my mind, is that a product evokes a positive emotion which compels the buyer to perceive that life will be better with that product. It could be a feeling of nostalgia, happiness, comfort, relaxation, pride, vanity, relief, etc. However that product makes that person feel, is what has ultimately driven the purchase.
Case and point…My husband and I are strong supporters of Made In The USA products. We go out of our way to find items we need that are Made In The USA. We understand that this may not always be possible, but it makes us feel good. We take pride in knowing that in a small way, we are supporting American craftsmanship and American business. Seeing the Made In America tag on an item is what triggers emotions of patriotism and pride in our country. The American flag is a brand that represents that to us, above all else.
Consider the last time you made a purchase. All things being equal, what attracts you to a particular store/product?
Suppose five identical polo’s were lined up with the same color, price, fabric, and size. However, each one had a different logo…Nike, Northface, Polo, Lacoste, and Tommy Hilfiger. Which would have the most personal appeal to you and why? Chances are, each of those logo’s represents a meaning and an image that you either love or hate. As such, that would ultimately influence the polo you select.
This is THE POWER OF EMOTIONAL BRANDING. It is a feeling, a perception, and a sense of satisfaction. It is a reassurance that you made the right choice.
Through this awareness, consider how you will evoke emotions with your own brand to inspire others to choose you and to trust you. Think about the emotions you want to bring out in your customers, and communicate your unique message through your brand.
Business is personal!