If you don’t have a grounded Brand Strategy, you’re all over the place, grasping at whatever new trend or opportunity is in front of you on any given day. I call this “performing random acts of marketing.” And if you’re confused, don’t you think customers will feel the same? Let me ask it this way: Would you put up drywall and build a façade for a house with no foundation poured or studs in place? You have to do one thing before the other or the whole structure will collapse.
According to author, Dorie Clark, who wrote, "Reinventing You: Define Your Brand, Imagine Your Future," the main reason we like to read books and watch movies is that we like listening to stories, and we like the feelings created by them.
If told well, stories stir the listener's emotions and offer a long-lasting learning experience.
Stories are powerful because people never forget how they feel. Again, more than they care about us and our words, people actually care most about how we make them feel and about the emotional value that we generate.
Another reason why we like stories is because we humans are social creatures by nature and yearn for status by spreading and sharing ideas with our peers. We feel smart and caring by sharing stories; and most times it’s the best way of saying things when we have trouble saying them directly. Telling stories not only help us create our own emotional brand but also benefits our peers by giving them a gift to be able to socialize and share the idea too. So it’s a two-way street for both sides benefits. Seth Godin says, when you hear an idea from two people, it counts for twice as much as if you randomly hear it once. And if you hear an idea from ten people, the impact is completely off the charts compared to just one person whispering in your ear.
At the end of the day, we are selling to human beings. Great brands succeed by seeking intimate emotional connections with customers. Whether it is selling a movie, a book, or a new technology product, at the end of the day, it is about translating benefits into words and images that ignite emotions in an audience.
Nike whose products are functionally cool and technologically advanced, but connects its brand around creating an emotional connection to inspire its customers to feel like athletes wrapped around values such as aspiration, achievement, and status.
In a New York Times essay on product design, Herbert Muschamp noted the key purchase question has moved away from “what does it do” and toward “How does it make me feel?”
And McKinsey found that customers are loyal because they are emotionally attached. And that brand attachment in the B2B world was even more pronounced.
Beacon TechMarketing has a brand DNA roadmap process to guide you through this journey. Want to know more? Just ask.