do your customers have an emotional connection to your brand?
DESCRIPTION
A presentation explaining how businesses can use storytelling to build an emotional connection to their brands.TRANSCRIPT
Do Your Customers Have an Emotional
Connection to Your Brand?The Importance of Emotional Connection
Jan Gordon, Founder and CEO
THE IMPORTANCE OF EMOTIONAL
CONNECTION
Section 1
“Tech is all about building human connections.”-- Padmasree Warrior
Creating an emotional connection to your brand is the way that you turn customers into raving fans that beat down doors to buy your latest offering.
The Importance of Emotional Connection 1
The Importance of Emotional Connection 2
Appeals to emotion have been used in advertising for decades. In the digital realm, many marketers are attempting to use emotional appeals through content that connects with their readers.
A large number of these marketers make the mistake of trying to build an emotional connection by focusing on the strategy itself.
The Importance of Emotional Connection 3
The Importance of Emotional Connection 4
Creating an emotional connection to your brand is not about, statistics, customer demographics, or population trends.
It is about making people feel something so strongly that they have no choice but to buy into your company and what it does.
CONNECTING TO INDIVIDUALS, NOT
CONSUMERS OR BUSINESSES
Section 2
“There is no more B2B or B2C. It’s H2H: Human to Human.”-
-- Bryan Kramer
Digital strategist Bryan Kramer views the challenge of marketing in a very unique way. He rejects the traditional B2B and B2C labels that are often placed on marketing: instead, he says that H2H, or Human to Human, is the only kind of marketing that matters.
Connecting to Individuals 1
Connecting to Individuals 2
According to Bryan Kramer:
Social media and Internet publishing lend themselves to a one-to-many experience
The idea of a personal connection with an individual is getting lost.
The challenge for marketers is to convey complex ideas in the simplest possible format.
Brian Kramer reinforces the idea of creating an emotional connection to your brand through personal attention. When you can connect to individuals on a deeply personal level, you will have a much greater shot at being successful with fostering emotional connections to your organization.
Connecting to Individuals 3
TELLING STORIES TO CONNECT TO YOUR
PROSPECTS
Section 3
“For a truly effective social campaign, a brand needs
to embrace the first principles of marketing, which
involves brand definition and consistent storytelling.”-- Simon Mainwaring
Pullman’s words ring true. More than a catchy slogan, fancy logo, or well-designed
website, businesses need marketing content that tells stories that have a point.
The Importance of Story Telling 1
“After nourishment, shelter, and companionship, stories are the thing we need most in this world.”
-- Phillip Pullman
Forbes provides a great example of a brand story that
builds an emotional connection to its audience by
mentioning Red Bull’s adventurous advertising campaign,
including Austrian parachutist Felix Baumgartner’s Red
Bull Stratos jump from just under 24 miles above the
surface of the Earth.
The Importance of Story Telling 2
The Red Bull Stratos set the record for the highest parachute jump.
Baumgartner was the first person to break the sound barrier without
help from an engine.
The Importance of Story Telling 3
In tying together Baumgartner’s jump
with the Red Bull brand, the company
published supporting information
about Baumgartner and covered his preparation for the jump.
Red Bull’s brand has always been one that conveyed adventure, excitement, and a willingness to push the limits.
The Importance of Story Telling 4
Instead of focusing on the statistics of key demographics that value these
characteristics and using other boring marketing tools found on the same
uninspired slide shows in conference rooms across the globe, Red Bull decided
to show people exactly how their brand connects to these attributes with a real-
life story
Creating an emotional connection to your brand requires some unconventional thinking. Try to think it terms of:
Connecting to your prospects on an individual level of emotion, instead of trying to generalize an entire demographic into a box or characteristic.
Focus on how your company’s unique offering appeals to things that affect the emotions of your customers and you will be more successful at creating an emotional connection to your brand.
Curatti Takeaway
Originally Published on Curatti.com. © 2013
