By Published On: January 24, 2017

Of the many aspects that go into the complex topic of branding, perhaps none matter more than that of making an emotional connection with your audience. In fact, every part of your brand—from the graphic look and feel, to your messaging, to your logo, feeds into this key idea—that a company’s marketing success, and perhaps its success as a whole, is due in large part to forging that connection. Making an emotional connection with your audience helps your brand stand out from the clutter. It leaves a stronger, more impactful, more memorable impression. It leads to a deeper, more effective relationship between brand and consumer.

Brands are a lot like people. We like the ones who listen to us, who try to understand us, who have a sense of humor and compassion, and act with sincerity. Brands that connect are ones that are likable. They don’t boast about how great they are. (Nobody likes a show-off.) They communicate who they are in a meaningful, benefits-oriented way that’s directly relevant to their audience. Their marketing focuses on how they add value to their customers’ lives and solve their most important problems.

With all the testing, research, and market analyses available, it can be easy to overlook the importance of good old gut-level human experience. Sure, some amount of research can teach us a lot about who our audience is and what they want. But when it comes to actually connecting through a creative execution, marketers need to go well beyond the data. Crafting impactful messaging requires understanding and empathy. So, put yourselves in your customers’ shoes. What is their day like? What are their challenges and pain points? To connect deeply, you need to change the focus from yourself to your customers. Demonstrate that you understand them and their problems—and show how your brand can help.

But be careful. Today’s consumers are smarter and savvier than ever. They can spot a phony a mile away. Which means brands can’t pretend to be somebody they’re not. Connection requires authenticity rooted in honesty, sincerity, and vulnerability. Trying too hard inevitably falls flat—or worse—it turns people off completely. As we all know, nothing’s less cool than somebody who’s trying to be cool. We like people who have confidence in who they are. The path to connection is through authenticity. It’s in discovering and leveraging the middle ground—that area on the Venn diagram where your brand and your customers’ needs overlap.

To do that, start by turning inward. Get to know your brand inside out—down to its core DNA. What are its strengths and weaknesses? What makes it special? What does it do better than anyone? What is its personality? Values? Mission?

Then get to know your audience. Who are they? What are they looking for? What problems do they need solved?

Where the two areas meet is where the magic happens.

 

About the Author: cat-tonic

cat-tonic
Born of curiosity and enthusiasm, we’re a scrappy group of smart, passionate marketers who work hard and play hard. We show up every day and fight for our clients who are making the world a better place. We listen with curiosity, explore deeply, ask hard questions, and sometimes put forth ideas that might make you squirm. Because we believe the status quo is good for growing mold but not much else. The way we see it, change is the way forward and the magic happens when curiosity, math, science, instinct, and talent intersect.
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