Ever heard of emotional branding?
Well that concept exists. Have you ever wondered why people are so drawn to specific brands regardless of their price value?
This brands have been able to connect with their customers on an emotional level but, they started from somewhere.Your brand can too.
• Decide which emotion you want to target in your audience. It could be the ‘Nigerian dream’, confidence or trust in the future. Discerning and defining your target audience's core emotional need is the most important aspect of emotional branding. It is vital to communicate this insight through all your internal and external communications.
• Encourage customers to reach the desired emotionally bonded state; “I will only buy brand x”? Start by considering your customers’ needs - what they want, need and aspire to.
• Create consistent communications centered on customers’ emotional needs. Every point of contact should reflect and reinforce the message that the brand is responding to its customers' emotional needs; i.e. customer relations, online content and social media engagement. This is especially important at ‘moments of truth’.
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