How the Heart Stole Branding

December 18th, 2014

This year there’s one thing that brands can’t ignore – it’s the story inside by which all marketers swore. Neither in-store décor nor discounts galore will be enough to keep a swinging door. It’s the intangible things, with an immeasurable score, that keep all consumers coming back for more. Social values are what all brands need to implore, need some ideas? …Here are four!

It’s because I’m green, isn’t it?

Consumers are looking for brands with well-intended actions, like being environmentally conscious. Brands can become more eco-friendly by using recyclable packaging, sustainable ingredients or having electronic and mobile options to avoid wasting paper. You can show your audience that you are supportive and respectful of the things that they care about, all while saving the planet!

It came without ribbons. It came without tags. It came without packages, boxes or bags.

In addition to providing a product or service that is useful for consumers, brands need to employ a promotional strategy that resonates with consumers and appeals to their emotions. Using emotional appeal in brand activity humanizes a brand beyond a dollar value and sparks an interest from consumers and potential consumers. Language and storytelling that provokes a personal response from consumers will trigger brand association and influence purchase decisions.

Inside a snowflake like the one on your sleeve, there happened a story you must see to believe.

Companies are learning the importance of their customers’ stories. Customer stories can be collected in numerous ways through social media, online reviews, focus groups, feedback forms, etc. An understanding of the value your brand brings to its consumers can be gained from listening to the voice of the customer. Listening to their experiences and uses of your brand can generate brand development and show customers that your brand acknowledges their needs and intends to fulfill them.

The presents, they’ll be destroyed. And I care, WHAT IS THE DEAL.

Showing your audience that you appreciate them beyond gaining a profit can result in both customer loyalty and positive brand reputation. Brands need to make an effort to understand their customers, what they do, what they care about, their lifestyle and how all of that fits into their relationship with the brand. While consumers do appreciate low prices and convenience, they also appreciate affection from brands. Some consumers are even willing intake switching costs if it means showing loyalty to a brand they can trust.

Maybe [branding] he thought, doesn’t come from a store, maybe [branding] perhaps, means a little bit more!

Posted Under: Storytelling
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