Businesses are constantly trying to come up with new and innovative ways to attract clients. While getting new clients is a great start, retaining them is trickier. What counts is consistent service and keeping them satisfied enough to be loyal to the brand. This may require an appeal to their emotions with a marketing communication technique called emotional branding. It is a business management stratagem that builds a brand by appealing directly to the emotional state and requirements of the consumer. Even a small company or startup can go a long way if they can hit the right chord with this marketing strategy.
Best Tips for Emotional Branding of Startups
Here are a few things you can do to boost your business and make it stand out in the minds of buyers and clients:
- Inspire the client
When a person is motivated and encouraged, they tend to think and act from a different perspective. There are various ways in which customers can be inspired. Swaying them with a good deed or getting them to relate to someone who accomplished an unexpected feat can make the inspirational approach of marketing work. This can be done by hiring a spokesperson with an inspiring life story who embodies the values of your brand. The idea is to compel the consumer to research your products and services and eventually use them. Creating an association between your business and people considered role models in their fields can make potential customers believe in your products.
Example: Gatorade and Nike signed athletes like Serena William and Michael Jordan who inspire audiences with their accomplishments.
- Focus on the interpersonal relationship
Storytelling is a captivating way to create a connection with customers. If your brand and products have a story to tell, potential clients are more likely to be attracted to them. Storytelling can be done through blogs, video content and even the story of how the business was built. The focus should be on creating a story and content that evokes the emotions of the audience. This strategy is particularly effective in the beauty, cosmetics and health & wellbeing industries.
- Take the client’s perspective into account
It is important to understand the needs and lifestyle of your customers in order to satisfy them with your services and products. You may have clients and customers from different social strata. But do you have products and services that cater to their needs, or are they more suited to only one section of society? The price, quality and attributes of your products are what make them alluring to customers. If your services and products are too expensive, they will always be out of reach to a major segment of consumers, who could be a good source of business if your products were more reasonably priced. The bottom line is to understand what each type of client wants and cater to them accordingly.
Survey clients from different socio-economic backgrounds and step into their shoes before you launch a product to understand whether they need what you are offering. The colour, design and types of merchandise offered by other successful brands in the same industry should be studied carefully to understand what clicks about their products. Then try to incorporate these ideas into your own marketing strategies, albeit with a personal touch.
- Intelligent use of colours and patterns
A product’s visual appeal can directly influence emotions, and this is best done through a wise use of colours, patterns and designs. However, your product’s colour palette should be chosen carefully and must resonate with the vibes of your brand. Here are a few things you should consider when choosing a colour palette for your brand logo, advertisements and products:
- The age group of your target audience
- The kind of vibe and message you want sent out: trendy, chic, timeless/classic, or quirky and out of the box?
- Your chosen colour palette should be agreeable to the masses and not just be a personal preference
- The brand’s signature colour
- Connecting over milestones
Important milestones are great opportunities to connect with customers and enhance your brand’s relationship with them. Even if you are a small startup, celebrate dates you consider turning points for your company. This can be done in many ways, like sharing behind the scenes information on your company’s operations, announcing new campaigns, or offering special rebates and discounts or even surprise gifts to new clients. You can even send out “thank you” cards and notes to loyal clients. This will make them feel valued and remember your brand.
- Localize first
This is a particularly important strategy for budding startups. Your brand can quickly gain followers and fans by connecting with the people’s passion for their city or town. Many brands these days employ a “buy local” strategy tailored to resonate with the culture of the area where they are doing business. This is particularly true for the apparel and fashion industry, where fashion is largely influenced by location, changing and evolving accordingly. If your brand can successfully incorporate local culture, people and ideas, it can help to quickly gain a significant following of loyal customers.
To make your business grow, it is essential to gain and retain loyal customers. This is only possible when they feel valued by the brand. Emotional branding is a marketing strategy that is slowly but steadily being taken seriously by small and big businesses alike. Just remember that today’s consumers are becoming increasingly savvy about how they are marketed to.