Emotion is something that we cannot hide from. There are a great number of us who choose to be cold, calculating and utterly robotic, but somewhere along the line suppressed feelings pop up and often at the most unexpected times. We feel more than we think when we purchase things and this is where the monetary value of human emotion comes to play. If something makes us feel good then we are more apt to buy it than if a company chooses to distance itself from us completely. Even though this forms the basis of human operation, it has eluded the corporate world for some odd reason.
As an example, let us look at the hotel industry. People who feel valued and appreciated are more likely to return to a certain restaurant or resort than people who feel like they are part of the consumer chain. Not only will these appreciated clients return to the specific place, but they will also advocate the brand, restaurant, or hotel chain group. They will recommend it to family and friends and that is how word of mouth takes flight. Research shows that customers have not become more emotional over the years, but they have come to realise that they are the ones who yield the power in a business relationship.
These are the idea that should be implemented when consulting with a digital branding marketing strategy agency. These ideas are already implemented by top branding agencies. Offline or online advertising marketing should be aimed at conveying emotion and stimulating the feelings of a person, rather than solely focussing on logic. Digital branding design firms are constantly upgrading their approaches to ad agency life because of this power shift between the consumer and the business owner. A media department in an advertising agency rests with a big responsibility on their heads, because in order to touch the human emotion, you need to understand human interaction.
How do you understand human interaction? By observing. Researchers say that the largest group of spenders currently are the millennials. These are the group of people who have become restless with ambition and empowered by the way that they transact. They react to advertising in a very sceptical way if it is only based on facts – remember that this is the generation that questions everything. However, they share another characteristic that is fickleness and this can be exploited through a series of clever marketing tactics.
Emotion can be portrayed in either a negative or a positive way, both of which have pros and cons. The question that needs to be asked and answered is whether or not the brand identity or advertising goal will be achieved by implementing these tactics. The second thing that needs to be looked at is the intensity of the emotion. It’s all good and well letting consumers feel good for five seconds, but at the rate in which information is absorbed, consumer will easily forget about such a flimsy moment. The best way to capture attention is to create an experience that is hard to forget… some specialists call this: micro moments and this factor is a very important step to go through the heart of any brand identity development taking it into account as a UX path and one of the main ways to gain proper insights throughout any channel whether digital including augmented or virtual reality, physical, or human touchpoints.
If you want (and should strive) to create an absolute and sustainable CRM (Customer Relationship Management), the greatest brands in history, those who stays forever in the collective mind, never offer or sell anything based on mere invoices or settlements, these brands allure them with rapports, and we know the word rapport according to Oxford Dictionary: “Rapport is a close and harmonious relationship in which the people or groups concerned understand each other’s feelings or ideas and communicate well,” the connection should sort of imply almost same way as human rapport: Powerful, unforgettable, emotional connections will create the foundations for a sustainable brand loyalty.
You probably remember that famous eBook written by Jim Lecinski, Winning in the Zero Moment of Truth released by Google back in 2011, it helped advertisers, search, social and marketing understand a process that define what I have named: the silent inside the noise. It means in this noisy hypercompetitive world full of constant stimulations of our senses in order to make us buy how can you find that small moments of silence that our brains have during the day to inoculate messages, or as Jim says: the amount of key moments when consumers undergo their journey before, during and after any final transactions. Back in the days when this new approach was released and shared to the world many advertisers learned what to build and create intentional strategies and have a wider or more holistic vision on how to help brands to become more discoverable, grab the attention and guide consumers through a journey full of experiences while the ultimate transaction is achieved.
Nowadays 80% of worldwide population (worldwide population is 7.3 billion, internet has 3.17 billion users, 2.3 billion active social media users, Internet users have an average of 5.54 social media accounts, Facebook Messenger and Whatsapp handle more than 72 billion messages per day) use mobiles, social media, search engines are now the main sources of information. For ex, you see someone wearing a wonderful apparel, it ignites your attention, interest, desire thus your next action is to search through a keyword that apparent that ignited some emotions in you, if you find an eye catching video explaining or going even beyond to a more gratifying experience you would want to go to Facebook or Twitter search box to look up people’s reviews on that product. You just went through quite a good list of different options, you understood and realized the value proposition of each option and also you realized how other consumers or prospects like you compared that list of options. All this probably happened in the small screen of your smartphones, iPad or simple your laptop/PC.
According to Internet Live Stats, Google is currently processing 40,000 search queries every single second! All this sums up all together up to 3.5 billion searches per day and 1.2 trillion searches per year worldwide. According to YouTube, there are more than billion users – almost one-third of all people on the Internet watching everyday hundreds of millions of video watching hours. Most of them between the age of 18-34 and 18-49-year-olds, this is much more than any network in the U.S. according to YouTube, from all this we have found out via our own research that more than 96% of retail brands use either the main 4 or other social media channels to connect with their targets. To this we include the data that more than 1,5 million new active mobile social users are increasing in a regular basis.
So if you want to have the skills to take advantage of this priceless “moments of silent” which our brain needs just like sleeping or eating, you need to start thinking of building your brand, say, brand building or undergoing your brand identity strategy with solid sets of human emotions. Stop focusing and chasing sales although you need to sell.
The idea is to create a relationship and work on that in a regular basis. A good branding strategy requires commitment on creating, nurturing and sustaining relationships.
This requires commitment among the most important decision makers of a company. Once you set up a good rapport via your brand this link will drive to more innovations in your product portfolio or brand extensions so the whole company should focus on the brand and everybody become an advocate of it, rather than going on product branding strategy category in the first place to define your business scope and scale.
Please understand, human nature is not that of a robot. In reality, our specie is always looking for meaning to our existence, to our own life, Where Do We Come From? What Are We? Where Are We Going?, one of capitalism’s mistakes is that it believes by going to vertical and chasing sales or making us buy is the key to buy, however it has proven wrong.
Human beings long to creating meaningful bonds, bonds that remain even after any purchase or sales, after all and thanks God, we are humans before and after using a smarphone, iPad, laptop, PC, etc.
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