I know I’ve talked about it in the past, but it bears repeating, your brand is entirely about evoking an emotional response…we buy from brands we like. In fact, if your brand invokes anything less than passion, you’re missing the mark and that means you’re missing opportunity. While I work with, and talk about, this aspect of brand everyday, I’m often surprised that this critical element is completely overlooked by seasoned marketers. A recent post on Brand Strategy Insider, articulates the difference brand emotion can make very well.
“Consumers care about what a brand represents to them on the highest emotional level. The physical properties and functional benefits that comprise and define a brand are of less importance–this explains the difference between Coke and Pepsi, Chevy and Toyota, Apple and the rest of its competitors.”
While functionally, there really is no difference between Coke and Pepsi, Chevy and Toyota, Apple and everyone, there are massive emotional divides. And I defy you to be ambivalent about which one you prefer.
Identifying Emotion Associated With a Brand is Big Business
Trying to identify the emotions that a brand evokes is big business. Millward Brown and Affectiva announced last month on PRWeb they can now add facial expression analysis to their copy testing solution.
“…brand owners can get at the emotional response that people might not be able to articulate in surveys,” said Graham Page, executive vice president of Millward Brown’s neuroscience practice. “By building this technology into our surveys, we can make non-verbal emotional measurement truly scalable and cost effective for the first time.”
This means that big brands have the ability now to measure real emotional response to brand messages and advertising campaigns, and this is critical, for brands that can pay the price, to be able to hit a home run on more advertisements with fewer “misses.”
What if Your Brand Can’t Pay Big Money for an Emotion Study?
So what about brands that can’t pay the significant study costs? They have to rely more upon the gut instinct of the marketing manager, the staff, and the community to tell them when they are on track — and when they are off track.
One thing we know for certain is that when a brand exists at the intersection of “love” and “respect”, they have a significantly higher probability of becoming a lovemark.) I’ve written previously about brand Lovemarks here, be sure to check out the Lovemark Profiler link there too!) As a marketer, positioning your brand in an appropriate manner to garner your community’s respect and passion is the best way to move into prosperous success.
Take the time to review the emotion behind your brand, and if you find it’s lacking take immediate steps to remedy that problem. If you need help, checkout the Brand Book Tutorial series, and specifically the post about Rubber Duckie’s Brand Manifesto, if we can write an emotionally resonate manifesto for Rubber Duckie — surely you can write one for your brand as well.