Building Brands through Emotional Bonding

Business today generally spend a lot of time and money in the brand building which in a true sense is a huge cost and according to me is not completely justified. In today’s world, it is the emotions which sell a product or service, not ads. If the business doesn’t connect with the prospective customer at an emotional level, then the probability of sales reduces drastically.

According to research published in the Harward Business Review:

“Brands put billions into boosting awareness, satisfaction, and loyalty, but they often overlook the most powerful driver of customer value: emotional connection.

Our research involving hundreds of brands across dozens of categories shows that consumers who are emotionally connected with a brand are anywhere from 25% to 100% more valuable in terms of revenue and profitability than those who are “merely” highly satisfied with it…”

We generally measure customer satisfaction or net promoter score and focus our efforts on increasing these numbers which in my opinion is a waste of time and effort. Rather, we should focus on emotional connections with customers making them feel that we are always there for them. We should learn from our past for better customer experience.

How do you emotionally connect with customers?

Only you can have the answer to this question for your business. Find that one thing which will help you make that connect and then focus on it to build an emotional bond.

A study by UK Nielson states that referrals are the most cost effective way to get business and it is quite evident what we should focus on. If you serve your existing customers better and make sure they are emotionally connected, then you are surely going to get long term benefits from it.

Some of the things which help create emotional connect are

STORIES, your brand should have a story and it surely sells

Storytelling is something which helps you connect with people much faster and has a long lasting impact. If you go back to history to a certain time all the education was passed from one generation to another in the form of stories and everyone used to remember it. There were no books and that still, holds true if you sell a story you don’t need anything else.

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Please share your thoughts on the same.