Emotional BrandingPosted on
A few days ago I watched a webinar given by Marc Gobe (Desgrippes Gobé) Marc leads an extremely successful design agency who have worked with the likes of Air France, AOL and Banana Republic. The webinar centred around emotional branding and the use of social media in relation to this.
In the past month or two the world has seen how powerful social media can be. Twitter and Facebook have played a fundamental part in the success of the demonstrations in the middle east and some may attribute the downfall of several dictatorships to the ability of these social media sites to connect people, share information and rally support.
A celebrity (John Galoano and his anti semetic video), business brand, or even a countries government (Egypt, Tunisia, Libya) are particularly susceptible to being caught out in the age of instant global communication. The era of controlling information and projecting the image you want is well and truly at an end.
A brand is no longer a logo, slogan and a mission statement. It has evolved to become much more than that. It is a set of values, your beliefs and aspirations and it is social media that is the perfect vessel to begin the process of humanising your brand and connecting with your customers.
When developing your brand it is important to remember that your customer is a person and not just a credit card with arms and legs. In order to build a successful relationship your brand should satisfy the ‘Three centres of the enneagram’. These are
Head – Logic & Reason – “Is this product or service of value to me?”
Heart – Emotions & Dreams – “Do I trust this company to deliver on its promises? Do they really care about me?”
Gut – Instinct and Intuition – Unique and dependant on the life experiences of the person but can still be influenced by interacting with the Head and Heart.
To engage with a customer on these levels requires an emotional connection which social media allows you to achieve. There is however a difference between communication and dialogue. For example:
Business A ‘Tweets’ the following message:
‘We have launched a new product… it is great and will costs £10’
Business B ‘Tweets’:
‘Tell us what products you would like us to provide you’
Business B has opened a dialogue with the customer. They have demonstrated that they have an interest in the customers opinion and and are providing the opportunity to potentially satisfy their customers heart my making their dream a reality.
So for those of you with small businesses who feel like a small fish in a big pond. Social Media may very well be the tool that will allow you to compete with megacorporations and their multi million pound advertising budgets. Because now it is less about ‘market share’ and more about ‘mind share’ and ‘being known does, not mean you are loved.’