Your Brand Is Not What You Think It Is…

Positive young woman looking for haircare products at shop Latin Biz Today

Let’s talk about FEELINGS…

If you look at today’s marketing and business headlines, there is a lot of chatter about BIG data and AI – it’s everywhere. This compelled me to recently tweet the following “It’s all about BIG data these days but we must never forget the human touch points of business – that’s what consumers remember about your brand.”

This tweet prompted a great discussion – the follow up included these questions – how does your brand reach and touch people? how do you communicate your brand’s promise to your customers? what are the expectations of your products and services? Surprisingly many did not have the answer…… and the answers to these questions are really the key to your brand.

What exactly is your brand?

Your brand is NOT – big data, your mission statement, the clever tweet or FB message, your product, website or even an ad on TV – it is much more than that.

Your brand IS about the feelings that your brand elicits in consumers.

Your brand identity is derived from a combination of how you want your brand to be perceived and how it actually is perceived. Your brand equity equals the emotions and attachments your target market feels about your brand.

Simply put, one of the most important keys to success in branding is if/when your consumer has an emotional connection with your brand If these feelings are positive, this will increase your customer engagement and ultimately sales.

As a business owner being able to generate this kind of emotional connection is priceless. Delivering on this emotion will create long lasting relationships. Since it costs less to grow an existing customers business than acquiring a new client building emotional connections is good for the overall bottom line.

Cultivating Feelings In Business

Yes, it is about feelings, something we don’t discuss enough in business.

Take for example the iconic Goya company, a trusted and beloved American brand.  Why has it been so successful in the U.S. Hispanic and general market? Because at the heart of the brand is it’s credo “If it’s Goya, it has to be good”. If you purchase Goya products – from canned beans to frozen sweet plantains, the consumer is assured that they are purchasing good taste and consistent quality and this creates a good feeling that comes from safety and assurance.

For many U.S. Hispanics – it reminds them of home, memories of shared meals, tastes, smells etc…..and those strong and indelible connections are invaluable to the brand. And what does this strong connection offer – not just repeat purchases but the holy grail of all brands – loyalty and advocacy for your brand.

If you still don’t believe that feelings are important to your business, how about this – over 50% of an experience is based on emotions, and emotions shape the attitudes that drive purchasing decisions and behaviors. Add to this the importance of “collaborative buying” amongst Millennials and the U.S. Hispanic market, and you can see where we are going with this.

Social networks

Thanks to social networks there has been a significant growth in the trend towards a collaborative buying experience among not only Millennials but across the broader market including the Hispanic market. Consumers more than ever share experiences both good and bad; they make recommendations on platforms like Yelp, TripAdvisor, Instagram, Tik Tok, Facebook and Amazon.

On these free platforms, consumers are engaged in a personal way by openly discussing their feelings and their experiences. These ‘real people experiences’, shared amongst a network, is what guides many consumers in their purchasing decisions. This aspect of decision-making is expected to grow exponentially in the coming years. Satisfied customers are not only loyal but also three times more likely to recommend your brand.

Brands more than ever need to ensure that they are meeting customer expectation and engaging consumers at higher levels of emotional competency, and this can be complex now that there are so many more opportunities for touch points.

How can your brand make these powerful emotional connections with the consumer?

  • Listen, listen, listen and act – designate an internal customer champion/advocate.
  • Build a customer-centric business – where they are present in your philosophy and everything you do.
  • Connect via an aspiration or value – think of a company like Patagonia – their customer is present in the company values – and have changed over the years accordingly.
  • Get closer to your customers – emotionally connect by developing one-on-one marketing.
  • Create Strong Communication on Multiple Channels to connect with your customer. Provide consistency and a high level of communication.
  • Create Positive experiences at critical moments – identify critical moments in the relationship and build positive rewards and connections at those times.

Stay true and honest to the brand experience you want your customers to experience. Make sure that apart from your brand delivering on tangible benefits, it also delivers a great feeling that helps to make a happy customer!

Related articles:

Is your Brand Positioning the “Real Thing”?

Are You Boosting Revenue or Risking Your Brand?

Branding: If You Build It, Will They Come?

RELATED POSTS

Go From Mundane to Marvelous: Cultivating Joy in Your Job

Go From Mundane to Marvelous: Cultivating Joy in Your Job

Everyone is realizing that doing something they love for a living is becoming a necessity for their soul. When I graduated from high school, I wanted to become a psychologist, but I had to put my dream on hold and start working full-time to pay for college. I applied...

Mi Mamá Es Una Brava

Mi Mamá Es Una Brava

She was fierce, unapologetic, unselfish and brava. Editor's note: This is a reprise piece from Gaby Alcantara Diaz remembering her late parents and brother.   Over 21.2 million (all) immigrant women reside in the United States since 2013 with many traveling by foot,...

Gratitude- 5 Steps To A Sincere “Thank You”

Gratitude- 5 Steps To A Sincere “Thank You”

Gratitude can improve your business and add much, much more to your life. The simple act of saying "Thank you" typically conveys a sense of gratitude. But it must be genuine to be truly effective. And a dynamic "Thank you" is much more effective than a static one. So,...

Video Gallery

Polls

Sign Up for the Latin Biz Today Newsletter

PR Newswire

Innovation & Strategy

Money

Talent/HR

Legal

Marketing

Mi Mamá Es Una Brava

Mi Mamá Es Una Brava

She was fierce, unapologetic, unselfish and brava. Editor's note: This is a reprise piece from Gaby Alcantara Diaz remembering her late parents and brother.   Over 21.2 million (all) immigrant women reside in the United States since 2013 with many traveling by foot,...

Culture

Mi Mamá Es Una Brava

Mi Mamá Es Una Brava

She was fierce, unapologetic, unselfish and brava. Editor's note: This is a reprise piece from Gaby Alcantara Diaz remembering her late parents and brother.   Over 21.2 million (all) immigrant women reside in the United States since 2013 with many traveling by foot,...

Fashion

Food

Music

Sports

Chiefs Repeat, Closer to (but Not yet), a Dynasty [Video]

Chiefs Repeat, Closer to (but Not yet), a Dynasty [Video]

A 360 recap of Super Bowl LVIII Latin Biz Today advisory board member & Sports lead and two of his sports management students weigh in on Super Bowl LVIII The Aftermath  It’s hard to put into words why anybody would be shooting at a Super Bowl parade and killing...

Work & Life

Mindfulness

Health & Fitness

Travel & Destinations

Personal Blogs

Pin It on Pinterest