the psychology of branding

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The Psychology of Branding

Robert Mathers

get online | grow online | succeed online

What I mean by ‘using emotion’

Context of emotion in business

Defining your emotions

How to scale emotions

Remaining authentic

Contents


What I mean by ‘using emotion’

Presenting your business to evoke a positive emotional response from your audiences


Misunderstood and often overlooked

Businesses are very reserved

Can be increased significantly

Context of emotion in business


“It doesn't apply to our industry/product”

Why people don’t use it


They’re not emotional people themselves

“If we use emotion, we’ll seem unprofessional”

“We don’t have the time”

“We don’t have the money”

“We don't use emotion now and we’re doing fine”



“We don’t use emotion because we’re a small business”



Differentiation

Loyalty

Higher conversion rates

Opportunity to increase prices

Why you should use it


Less time needed to reach sale

Greater word of mouth

Increases enjoyment of work

Why you should use it


Perceptions


Emotions


Actions


Actions- Financial


Actions- Personal


Products and/or services

Beyond these areas

Emotions


What they do- approve of it


How they do it- like it


Why they do it- love it


How/where can you communicate these emotions?

How/where do you currently do this?

How could you change this for better results?

Perceptions


How well known your brand is

How positively it’s currently perceived

How much emotion you currently use

How big of a change you’re planning

How effective the presentation is

Remaining authentic


Start with your actions

Scale up the emotions you’ll use

Define the perceptions

Phase new emotions is based on your position

Summary


Why you should use it- Personal

Do something with your business that you will be proud of


Any questions?Thank you


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the psychology of branding

Small Business & Entrepreneurship