People Spend Money When & Where They Feel Good
A more humanistic, imaginative and risk-taking style for conducting business and managing employees; the development of products and services that provide total sensory experiences; and an approach to branding that listens to your customers in order to bring more pleasurable, life-enhancing solutions to their world. Emotional Branding is a marketing term that has to do with the way the consumer feels about an advertised product, rather than the product's image, usage or price. Emotional branding is the factor that companies play on when they advertise to market to certain demographics.
But what the savvy, successful business owner knows that the struggling competition does not is that "branding" means more-much more-that just getting your name and your product out there in from of the public. Successful branding is actually more about building relationships. From a consumer's perspective, successful branding can have more to do with the personal, emotional connection established than it does with the product or service itself which your business offers.
Emotional relationships can be built through successful business branding with more than just customers:
A great product
A great service
The fulfillment of a "need" in the community
A welcoming atmosphere
A memorable and positive customer experience
The above points justify that the need for emotional branding and complement emotional branding. You capture emotional branding when your customers feel that they are welcomed and appreciated and vice versa. Everyone would have gone to Marks and Spencer. But still the Armani dresses sell and sell because they have that bond with their users. The emotional component of branding has nothing to do with emotions merely or to any gender specific or any particular industry. Emotional branding is the relationship between a brand and its consumers around a consumers' key interest or passion. The best example of emotional branding for all of us can be of Google. Have you confronted a situation wherein you type a query and you get it unanswered from Google? Well the answer is no. you type any question and you’ll get the answer. It has created an emotional bond with users and has continued to maintain its existence since years to come. The reliability, pace and depth of service all strengthened the 'Google' brand. Google's founder Sergey Bin once remarked, "Google actually relies on our users to help with our marketing. Surf, Pears, Maruti, Titan, TATA are all brands that people have come to trust and love because they have not only delivered exceptional products but a great experience to go with them. Consumers buy, People live. Product fulfill needs, experiences fulfill desires. Customers buying just for need are driven by price and convenience.
Emotional branding has become the need of the hour; hence many companies are now focusing on developing emotional bond with the consumers. More and more companies are now days trying to market and promote their products using emotional advertising. Today we see lot of advertisement in different segments using different relationship or bonding of individuals with others. For example Insurance companies use lot of emotional branding to sell their different products like insurance cover, pension plans etc. Take an example of ICICI Prudential, they successfully used following emotional branding techniques to create their brand and marketed their products. Emotional connections are crucial to delivering your brand’s intentions and are a well-practiced concept. However, when you apply emotional marketing strategies to your brand efforts, you need to know how your product or service makes your customers feel. Smart marketers define their marketing strategy in psychological and emotional terms. This is more evident in companies that are using direct, interactive and customer database marketing techniques and principles. These successful companies have built relationships with their customers by creating personal interactive dialogue – at every point of contact (touch-points) – that responds to their lifestyle needs, wants and aspirations. This method of connecting with their customers has created strong emotional bonds with their brands.
A more humanistic, imaginative and risk-taking style for conducting business and managing employees; the development of products and services that provide total sensory experiences; and an approach to branding that listens to your customers in order to bring more pleasurable, life-enhancing solutions to their world. Emotional Branding is a marketing term that has to do with the way the consumer feels about an advertised product, rather than the product's image, usage or price. Emotional branding is the factor that companies play on when they advertise to market to certain demographics.
But what the savvy, successful business owner knows that the struggling competition does not is that "branding" means more-much more-that just getting your name and your product out there in from of the public. Successful branding is actually more about building relationships. From a consumer's perspective, successful branding can have more to do with the personal, emotional connection established than it does with the product or service itself which your business offers.
Emotional relationships can be built through successful business branding with more than just customers:
A great product
A great service
The fulfillment of a "need" in the community
A welcoming atmosphere
A memorable and positive customer experience
The above points justify that the need for emotional branding and complement emotional branding. You capture emotional branding when your customers feel that they are welcomed and appreciated and vice versa. Everyone would have gone to Marks and Spencer. But still the Armani dresses sell and sell because they have that bond with their users. The emotional component of branding has nothing to do with emotions merely or to any gender specific or any particular industry. Emotional branding is the relationship between a brand and its consumers around a consumers' key interest or passion. The best example of emotional branding for all of us can be of Google. Have you confronted a situation wherein you type a query and you get it unanswered from Google? Well the answer is no. you type any question and you’ll get the answer. It has created an emotional bond with users and has continued to maintain its existence since years to come. The reliability, pace and depth of service all strengthened the 'Google' brand. Google's founder Sergey Bin once remarked, "Google actually relies on our users to help with our marketing. Surf, Pears, Maruti, Titan, TATA are all brands that people have come to trust and love because they have not only delivered exceptional products but a great experience to go with them. Consumers buy, People live. Product fulfill needs, experiences fulfill desires. Customers buying just for need are driven by price and convenience.
Emotional branding has become the need of the hour; hence many companies are now focusing on developing emotional bond with the consumers. More and more companies are now days trying to market and promote their products using emotional advertising. Today we see lot of advertisement in different segments using different relationship or bonding of individuals with others. For example Insurance companies use lot of emotional branding to sell their different products like insurance cover, pension plans etc. Take an example of ICICI Prudential, they successfully used following emotional branding techniques to create their brand and marketed their products. Emotional connections are crucial to delivering your brand’s intentions and are a well-practiced concept. However, when you apply emotional marketing strategies to your brand efforts, you need to know how your product or service makes your customers feel. Smart marketers define their marketing strategy in psychological and emotional terms. This is more evident in companies that are using direct, interactive and customer database marketing techniques and principles. These successful companies have built relationships with their customers by creating personal interactive dialogue – at every point of contact (touch-points) – that responds to their lifestyle needs, wants and aspirations. This method of connecting with their customers has created strong emotional bonds with their brands.