April 10, 2012 at 11:42 AM
By James Glover
Once a Day Marketing
James Glover, That Branding Guy, provides the inspiration and ideas for you to market every day in his Once a Day Marketing video blog. Tune in daily to his short, entertaining and practical marketing and branding tips and watch your organization become more successful.
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. It’s Strategic Tuesday and we are continuing our series on emotional branding.
Often in the quest for success and profit we forget that customers are people first. And people, as we know, have emotions. Think about how you interact with your family, loved ones and friends. It is on an emotional level. It’s ok to create an emotional bond with your customers and that is what we are going to discuss today.
According to Mark Gobe in his book Emotional Branding the most important thing you can do for your brand is to develop the right emotional connection with your customer. He suggests creating partnerships and communicating with customers just like you would with members of your family. He says it’s ok to let customers enjoy your brand. That is what you want to accomplish with emotional branding.
Mark Gobe has created what he calls the 10 Commandments of Emotional Branding. I’m not going to go through the entire list now, you will be able to find it online. I will cite a few commandments that I think are very important.
First, he says they are not customers, they are people. That makes a lot of sense, doesn’t it? Next, you aren’t selling a product, you’re selling an experience. We love that experience because it makes us feel good and we remember the brand.
Another is moving from communications to dialog with your customers. You have conversation with your friends and family, you should with customers as well. Lastly, transition from a service perspective to a relationship, you are not only providing customers with solutions, you are creating a relationship in the process.
All I can say now is that I hope you are really enjoying Once a Day Marketing.
Thanks for tuning in, please stop by tomorrow for Action Wednesday. To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or email@example.com. I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.