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Customer Insight

Discovering The Emotional Impact Of Your Brand


Today’s successful brands almost always deliver customer benefits that are more than just functional. To gain insight into your brand’s values and its emotional, experiential and self-expressive benefits as perceived by its customers, have your customers complete these sentences:

  • “Buying or using this brand makes me feel more […]”
  • “Buying or using this brand makes me feel more connected to […]”
  • “Buying or using this brand reinforces that I am […]”
  • “I am […] for having bought or used this brand”
  • “Buying or using this brand makes me feel more a part of the […] community”
  • “This brand is mostly for people who […]”
  • “The brand believes in […]”
  • “The brand values […]”
  • “This brand really cares about […]”
  • “This brand stands for […]”
  • “I admire this brand because […]”
  • “This brand is bigger than its products or services. It is all about […]”

The Blake Project Can Help: Accelerate Brand Growth Through Powerful Emotional Connections

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

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Neil Hopkins
Twitter: interacter
on August 19th, 2013 said

Great questions – thanks Brad.

While I mostly agree for ma consumer products, I struggle when applying any of these to my butter.

Many marketers want to build the amazing multi-facet brand, and so some of them should. But as a consumer, I don’t want any more connection to my butter than my tongue or my lips can manage (and neither does anyone else I know).

Higher value products, yes. But when you’re kicking around in the FMCG aisles, how would you recommend breaking through the brand barrier for largely functional product ranges?

    Yvonne Druyeh Dodd
    Twitter: EviD
    on August 24th, 2013 said

    Great Questions!

    In response to Neil, I think it’s important to remember that consumers do not buy products for rational reasons. When asked, of course we’re going to say things like “this has more memory” or “this is better because of the gas mileage”, but it’s actually emotional and not rational at all. Most of the products and brands we’re bombarded with are all qualified, and not really much different from each other in terms of what they offer. We have a million and one choices, so we go with what we trust. What resonates with us on an emotional level. Even if all the butter substitutes taste the same and generally offer the same in nutritional value and price point, there are going to be those that will always go with “I can’t believe it’s not butter” and it’s because of reasons that would answer all of the above questions even if it doesn’t seem likely.

    FMCG’s have a brand whether they decide to focus on it or not. So marketers can use that to their advantage and get to the core of what the brand messaging is to be able to better resonate with their target audience or incorrectly assume that there isn’t anything more but a rational purchase happening when they make sales.

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