In case you are inclined to sneer at the self-help philosophy, consider that this stuff works. The way to Win Friends and Influence People has sold more than 30 million copies since its first print in 1936. What's it that worked so well? Carnegie advised businesspeople to appeal to their clients emotions. Even with the explosion of incoming marketing, the typical sales person is still armed with facts and figures and stock answers to questions and objections. Salespeople are usually well prepared to sell a service or product. The simple truth is, services and products are not what you are selling anymore.
You are selling a way to improve people's lives, and also to do that efficiently you've to make them feel not only think that you are the right answer to their problem. The feeling doesn't even need to be directly related to the brand. In this Coca Cola commercial and this longer, even more heart touching mobile phone commercial, you see the product only at the very end of the video. The marketing makes a connection that isn't actually there, with the hope that the emotional connection remains in the audience's collective mind.
So what do you should do so to launch an emotional branding campaign for your company or product?
Here are five tips to get you started:
1: Think about dialogue, as opposed to info delivery. Emotional branding works best when you are approaching your audience as individuals who live and work and think and dream and once you engage them with all that in mind. If you really know your clients, then this is easy. Studying who they're and what they want will assist you with your emotional branding.
2: Create material so emotionally compelling that it is eminently shareable. Sharing is the best publicity out there, because it is both heartfelt and free. So examine what's working at the media you select videos, advertisements, even memes and adapting your message to that tone and approach.
3: Learn about the emotional hot buttons which get individuals to buy. Think about your ideal clients, pick out 3 or 4 of those hot buttons which will appeal to those individuals, and focus your branding efforts around them.
4: Storytelling is how we've for hundreds of years even millennia made emotional connections. The same goes for corporate storytelling: You want your client to keep thinking of you, so be sure you use your story to make them feel what you would like them to feel.
5: Leave them with a feeling strong, happy or sad. It isn't about what details about your brand you wish to leave your audience with.