Good brands are those which connect to the user/consumer for some value in their lives as well as when there is some special emotional connect. This article deals with the emotional effect of the brand/s.
Why do people get emotionally charged when they experience a brand? Here are some reasons with examples:
They see importance of the brand in their lives. E.g. cooking oil with no cholesterol. Here the audience sees the health benefits.
They find the brand intensive and vibrant. E.g. a sports brand. Here the brand is catered to youth market.
They brand connects to people at multiple levels. E.g. a national issue. Here an entire nation is involved
They find the brand is truly unique. E.g. The Tata Nano. It caters to a price conscious audience.
They find the brand admirable. E.g. a great leader endorsing the brand. It appeals to a community
They find the brand is consistent and reliable it never leaves them down. E.g. no shock
circuits. It appeals to informed public/consumer.
They feel good when they use the brand. E.g. a pain relief cream. It appeals to older audience.
To achieve emotional connection of the brand with the consumer one can use advertising techniques to quality front line customer contact. One can also use consumer membership organizations to sponsored consumer events.
Emotional connect will ultimately come from positive shared experiences with the brand over time. It is important to have a mix of ways to linkemotional appeal of the product or service in the niche market selected.
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