Building Emotional Connections With Customers

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers. Today we hear from Karen, a Brand Manager in Boston, Massachusetts who asks this about brand research and building emotional connections…

What brand research is best to build an emotional connection with customers?

Hi Karen, thanks for your question. A number of companies have asked us to move their brand from a  position based on unique product attributes and features to a brand that is highly emotionally connected to its customers based on aspirational qualities and shared values. Some of these organizations have sophisticated brand management functions with rigorous quantitative research and analytics. Unfortunately, some of these companies also insist that we conduct quantitative research to discern statistically significant differences between how their brand delivers on a variety of product functions and features (and sometimes customer benefits) versus the competition rather that yielding to a process that identifies deeply held customer values through qualitative research and then links those values to authentic brand values through a more intuitive and exploratory strategic process.

In brand management, there is a time for quantitative analysis and there is a time for qualitative discovery. If you want your brand to connect with people on a deep emotional level, qualitative discovery is the approach you want to take.

Karen, see here for more on building emotional connections to your brand.

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