‘Branding demands commitment…Striking chords with people to stir their emotions.’ This is a quote from Sir Richard Branson, the CEO of Virgin. This is a mantra that the most successful brands follow; they resonate on a personal level with their target markets. This results in loyal, sometimes rabid, fan bases that willingly promote their products and services.
Experts from Red Rider Creative, an ad agency from Utah cite the following techniques on how you can emotionally connect with customers.
Creating a Unique Experience
You create a loyal, and even sometimes rabid, customer base by making them feel they are special to you. One of the ways to achieve this is to provide them with distinct experiences; this includes using appropriate language that your audience uses regularly, quick responses to queries via email or social media, posting product or service testimonials, and even using your customers in some promotional materials.
Apple distinguished itself from other devices because of the feeling of exclusivity they created, even if other gadgets had similar or even superior features. Provide your potential customers with a special ‘something’ they can’t find anywhere else. This can come in the form of an old topic with a distinct take or perspective, or a service or product they can’t find anywhere else.
Be an Authority
When a person perceives you as an expert, they will hold your opinion in high regard. This perception puts you in a position of authority with a lot of influence and sway. This position enables you to elicit the emotions and actions you want from your intended audience.
A Compelling Story
A strong narrative is far more memorable compared to advertising pitches and commercials. A story resonates and stays with those that watch or read it, because someone may have gone through the same experiences.
These are some of the ways you can connect with your audience emotionally. Implement these to relate to your customer base and keep them loyal.