September 18, 2013 at 8:00 AM

Does Your Brand Appeal to Hearts or Minds?

Action Wednesday/Positioning

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.

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Today is Action Wednesday at Once a Day Marketing™ and we are discussing positioning options for branding and marketing efforts to engage customers and potential customers.

In broad terms, there are two ways to appeal to customers; to their hearts or to their minds.  In previous blogs we’ve talked about a branding rule that reads: “If you capture the mind, you gain behavior.  If you capture the heart, you gain commitment.”  When customers are emotionally tied to your brand they will consistently return to that favorable experience.

To appeal to customers’ hearts and gain that emotional investment, it is essential to promote the aspect of your business that you are most passionate about.  Your task for Action Wednesday is to review the message your business is currently sharing in the marketplace.  Determine whether it is appealing to hearts or minds and if campaigns are meeting your expectations.

If you would like to re-focus your message, determine the story to share with customers and potential customers that will allow your enthusiasm and excitement to shine through.  This will resonate with your audience and perhaps gain more commitment on the part of your customers.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  Visit our website at www.onceadaymarketing.com.  Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.  Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™.  All rights reserved.

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