Do your customers have an emotional connection with your brand identity and brand design?
I have bought into 3 brands in recent years.
I wear Nike Running Shoes.
I drive a Jeep car.
I ride a Triumph motorcycle.
When I say I have bought into them, I don’t mean the physical act of buying the product. I mean the emotional desire of wanting to own that product and be associated with their brand identity and brand design.
I buy Nike trainers because they fit my shape of feet so they make running comfortable and enjoyable. I also buy Nike trainers because they have a community that I can be a part of, who do the same things as I do and make me feel like the athlete I’m never going to be.
I have never been vain or narcissistic, and I’m certainly not an extrovert. I like to think I bought a Jeep because of the quality and practicality, but deep down, I know I also bought it for the prestige the badge brings, and the status it portrays when I visit a client.
The brand I tell people about is Triumph because this is the brand I have a true emotional connection with. Riding my Triumph motorbike gives me a whole mixture of emotions. I feel excitement, exhilaration, pride, rebellion, and it’s these emotions that Triumph has built their brand upon.
Do customers have an emotional connection with your brand identity and brand design?
These brands tell people who I am. They paint a picture of my personality. I use these brands nearly every day. And that’s my point. Customers form the most effective advertising channel for these brands because they are seen using and wearing these products, time and time again. Many of our brewery clients don’t just rely on beer labels and pump clip designs, they sell merchandise from their taprooms or bars, like T-Shirts and Caps, that customers wear religiously. It’s not because of the beer they sell, it’s because of the experience they enjoy in the bar or taproom, surrounded by friends, visually stimulated by their brand design, and the feelings they get by being embraced by their brand values.
To find out whether customers have an emotional connection with your brand, ask yourself these five questions:-
How does my brand identity make my customers feel?
Remember, it’s not what you do for your customers, it’s how you make them feel that’s important.
Do they feel excited when they see your beers available at the bar or supermarket? What’s stopping them from buying from one of your competitors? People buy into a brand identity and brand design for a number of different reasons, from the experiences they enjoy with the brand, to wanting to portray a certain image, even to elevate their social standing. It’s up to you to recognise the feelings and emotions your brand can conjure up and give your customers what they truly desire. Start building relationships with people even before they are customers. Tune your thoughts and language to match theirs. Give them something they can aspire to, believe in and become loyal to.
How can I get my brand identity known, liked and trusted?
Imagine your customer is in the supermarket looking for tomato ketchup. They go straight to the premium priced Heinz ketchup without even looking at the cheaper brands. Why did they do this? I mean, ketchup is ketchup, right? Wrong! Brands like Heinz have spent years creating an impression of a premium lifestyle brand, of trustworthy family values, and of supreme confidence in the quality of their products. It’s never a quick fix, you have to really work at it, over a sustained period. But the more work you put into feeding your brand identity, brand design, brand values and brand story to your customers the more chance you have of becoming known, liked and trusted.
How can I stop them in their tracks, make them sit up and listen?
Nothing matches the power of a good brand story. If you have a good brand story to tell, your customers will sit up and listen. You will engage with customers on a much deeper level, creating an emotional connection. A good story makes it easy for customers to make a conscious decision to buy into your brand. It invites them to become part of your journey, share in your values and believe in your purpose. If they see a little of their own personality traits in your company, they will express their approval of your brand purpose by buying your beers. This makes a lasting impression and goes toward building a loyal fanbase.
How can I ensure customers come back to me time and time again?
Loyal customers are the bedrock of every successful business. To create loyal customers, you must think about the customer as more than someone who likes the look of your beer labels and pump clip designs. Instead, consider how you make them feel throughout their entire experience with your business. Take the time to understand your customers on a personal level. Listen to their views, share your values with them, and convince them you have their best interests at heart. This is also the perfect opportunity to use your social media to create a community where they can share thoughts and experiences with you. Customers will always remember how you treated them, and those who have had a good experience will always be willing to buy again as long you keep delivering on the quality of product and service that they have come to expect.
Am I giving my customers a reason to share my brand design?
Now, more than ever, it’s not enough just to sell your beers, you’ve got to make people fall in love with your brand. A person who’s in love wants to tell the world all about it, they want to share their experience and feelings, and this is probably the best advertising you can get. I fell in love with my 3 brands because they give me a sense of community, a feeling of status, and some adrenaline induced excitement. What are you going to give your customers to ensure they fall in love with your brand?
Give us a call on 01642 969222 to find out how we can help your brand create an emotional connection with your customers.
