At a certain point in your relationship with a product, you become emotionally engaged. You could argue that this is the point when the product becomes a brand to you, but before that happens the product was nothing more than a utility.
The most successful brands bring themselves to life; they are almost like real people. Real people have a point of view and a backstory. The more you can communicate that sense of being a real person and having a backstory, the better.
Nike, for example, is built for high-performance athletes that want to get an edge. The reality is that 80% of their shoes are worn to the grocery store, but we all think that we have that highly competitive edge in us, which is why we buy their shoes. Nike has successfully built a brand that many people find aspirational.
If you think about the experience you have with a brand, you will immediately be able to separate ‘engaged’ brands from ‘unengaged’ ones. With Uber, for example, people find the product convenient but they also feel that they would be able to have a conversation with the brand. All of these things create a personal and an emotional bond with a brand.
People who are engaged emotionally with a brand are willing to spend and pay more for a product. When people look for a product or brand, they are looking for those that will not only save them time and effort but that they know will make them feel special.
Your digital marketing strategy and social media marketing campaigns can go a long way in creating emotional engagement with your target audience. At The Digital Marketing People, we specialize in small business marketing. We can help to boost your engagement levels with your customers and potential customers. Contact us for more information today.
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