Unlocking your brand’s emotions

Posted by Jason Dunstone on November 6th, 2007 at 1:35pm

A brand is much more than a name. It is more than a logo, advertising campaign or slogan. A brand gives focus to the marketing activities of an organisation by locking into the point of differentiation of the product or service amongst competitors and engaging with customers and potential customers to build support, positive images and, encourage behaviour change.

The secret of a good brand is being able to connect with particular needs of the target audiences, spark emotions, stand out from the crowd and ultimately empower action. To achieve this a brand needs to be well positioned to fill a need and relate to unmet emotions. Design of names, logos, advertising etc. should be conducted with an understanding of where the optimal targeting in terms of needs and emotions are in order to differentiate from competitors and be relevant to the target audiences.

Successful brands spark emotions within their consumers. They engage, connect and empower the audience. They give strategic direction to management and align with the ethos of employees. This is achieved through deeply and intimately understanding consumers and where there may be gaps between reality, perceptions and strategy.

What needs does the product / service fill for consumers / customers?

• Basic needs
• Family and friends
• Aesthetic appeal
• Spiritual
• Safety and wellbeing
• Success
• Learning
• Self indulgence

And, within these needs, what emotions ‘should it’ and ‘does it’ meet for consumers / customers?

• Fun
• Boring
• Relaxing
• Safe
• Cold
• Sunny
• Calm

Or something else …?

It is also important to ensure that the current brand is not only well positioned in terms of needs but also emotions.  Unlocking your brand’s emotions will provide confirmation of its current health and optimal future direction to ignite customer enthusiasm, entice new consumers, empower staff and encapsulate the vision of the Board.

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