Rather often than not we hear fellow marketers and entrepreneurs rant on the importance of establishing (and keeping) an emotional connection with our target audience/market; but many times they fail to explain eloquently what this emotional connection should really accomplish for us, or even worse they portray the importance of emotion in a buying-selling process in a very soft-light kind of way.
I plan to exalt the importance and attractiveness factor that emotion really play in the decision-making process in our consumers minds through this blog.
In this first post called ‘The Hidden Quest for Emotion I’, I will commence by writing about how a true Brand’s Benefit must possess emotional qualities to it, to become a direct attracting factor for a consumer. We need to stop focusing solely in the logical, measurable, tangible results (of which I will write in a further post), and start understanding what our consumers are feeling deep inside; even if it is hidden from us at a first glance.
In an easier way to understand it, if your brands main BENEFIT doesn’t relate to your target consumer in an emotional level, your brand isn’t being relevant, and this lack of relevancy will get your consumer to take no further action. I talked about this in a previous post, get it here.
The way I see it a benefit must give something extra to the consumer. Not just a product, not just a logical, measurable, tangible result, but an emotional quality that’s felt within and that can probably not
even be described. Haagen-Dazs has an excellent brand . They have managed to produce a tangible, delicious, high quality ice cream; but more importantly they’ve gone from selling a great product, to delivering an extremely sensual, exquisite, feel-good, premium, over the top product. They have been smart enough to recognize and focus on that need/want deep inside their target market that was relatively hidden from sight (and perhaps some lame market research as well). They took those needs and desires and they offered a product that ‘irradiates just that’, tying an emotional chain to their product and brand, which is now attracting and communicating in an emotional level with their consumers.
Before closing I leave you with a great quote I read not so long ago online. (I would quote source if I had it, sorry. If someone knows who wrote it please comment on it) Keep checking the Brand Curve Blog for the next posts in this series.
“If you really get EMOTIONAL, by definition you are being RELEVANT…”
Adios
Ron.