Wednesday, December 08, 2004

Emotional Branding (3)

Some brands make a strong emotionally connections with consumers, while others leave people cold. The difference is the personal connection between brands and their consumers.

“Ten Commandments of Emotional Branding” illustrate the difference between traditional concepts of brand awareness and Emotional Branding :

1. From consumers to people
Consumers buy, people live! Consumer is often approached as enemy whom companies must attack. It’s all about companies against them! Companies break their defenses and strategize to win the battle between companies and consumers. It’s a win-lose solution. But there’s a better tactic to create desire in consumers. This can be achieved by using a win-win solution in Emotional Branding.

2. From product to experience
Products fulfill needs, experiences fulfill desire. Buying just for needs is driven by price and convenience, but buying for experience is not. A product can be new and old one at the same time, if it continues to have emotional relationship with consumers.

3. From honesty to trust
Honesty is expected. Trust is engaging and intimate. It is what you would expect from a friend, not only honesty. One of most powerful moves toward building consumer trust is product return policy which brings total comfort to consumers.

4. From quality to preference
Quality for the right price is usual today. Preferences create sales. Quality is needed if we want to stay in business; it is expected and should be delivered. But preference toward a brand is the real connection to success.

5. From notoriety to aspiration
Being well-known does not mean that you are also loved! If you want to be desired, you have to do something that touches people at the level of their aspiration. It’s not only about awareness, but also about how to make a strong connection with consumers.

6. From identity to personality
Identity is recognition. Personality is about charisma and character. Brand personalities have a charismatic character that provokes an emotional response.

7. From function to feel
Functionality of a product is about practical or superficial qualities only. Sensorial design is about experiences. Functionality can become trite if its appearance and usage are not also designed for the senses.

8. From ubiquity to presence
Ubiquity is seen. Emotional presence is felt.

9. From communication to dialogue
Communication is telling. Dialogue is sharing. Communication is primarily about information, and information is a one-way proposition. Take it and like it hopefully! Many companies spent a lot of budget on advertising and used a bomber approach : bomb consumers with advertising every time. But promotions, public relations ( PR ), brand presence can do more than one-way communication. ( See The Fall of Advertising, The Rise of PR ).

10. From service to relationship
Service is selling. Relationship is acknowledgement. Who does not feel special when someone in a store or restaurant welcomes you by your own name! Service involves a basic level in an exchange. It is what allows or prevents a sale from taking place. But relationship means that brands really seek to understand and appreciate who their consumers are.

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