Emotions play a very big role in a customer’s selection and loyalty to a brand.
The strongest brands create those emotional connections with their own customers. They become mirrors of their identities. Why does someone choose Coca Cola versus Pepsi? Budweiser versus Miller beer? On the surface, both Disney and Six Flags sell “amusement park entertainment.” However, the emotional benefit Disney delivers to its visitors is the experience of Eternal Childhood. Six Flags can’t touch that.
Do you remember your last visit to a Holiday Inn? My guess is no. But you’ll never forget that family vacation in an old converted French convent in Paris, brought to you by Airbnb. As Airbnb’s co-founder Brian Chesky states, “You’re not getting a room. You’re getting a sense of belonging.” Now, that’s an experience!
A brand is a promise. It lives in the mind of its target customer. It must tell a story that is unique, sustainable and credible.
“Marketing is no longer about the stuff that you make, but about the stories you tell.”
Is your brand making emotional connections and creating experiences for your customers? Do you know what your brand stands for? Next we’ll be talking about what constitutes a brand. Be sure to subscribe to our posts so you don’t miss a thing!