Service & Phase: Brand
Brand Phase Chapter 5: Brand Core
Deliverable: Brand Emotion Drivers
Every financial decision people make is driven by some emotional connection to the product. Trying to connect to every emotion with every communication leads to ineffective marketing initiatives. Identifying the emotion drivers that closely align with your brand and resonate with your customers is a key strategy to a strong brand.
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Did you know?
- 59% of Americans say that most emails they receive are not useful to them
- Social media is the most popular platform for finding products for consumers aged 18 to 44.
- According to brands, relatable content is one of the most effective ways to connect with customers (63%)
- Email marketing remains one of the most effective channels for conversions, with a 2.8% conversion rate
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The Goals of Your Emotion Drivers
What can you expect to get out of this step of the Brand Core chapter:
Focused Connections
Your drivers are the specific emotional connections you want to build with your audience. These connections are the most powerful way to convert a lead into a customer.
Dynamic Marketing
Your drivers can work on multiple levels and augment each other in a multi-step marketing funnel, making your marketing more than bland, two-dimensional brand speak.
A Base for Engagement
Once your brand’s emotion drivers are defined, we can start work on your engagement plan. This is a strategy to ensure your team understands and lives your brand’s core principles.
Why Do You Need Emotion Drivers?
Without a determined list of your brand’s emotion drivers, your marketing and messaging will always operate at the whim of current events, news, and how your marketing team is feeling that day.
Marketing that speaks to its customers like this comes across as manipulative, insensitive, incoherent, disjointed, and even rude.
Your emotion drivers keep your messaging focused on what matters: your connection to your audience. You might now know exactly what you’re going to say in your next email blast, but you already know how it will sound and what emotions it will connect with because of your emotion drivers.
Emotion Drivers help you:
- Connect with your audience
- Maintain a coherent brand tone across channels
- Create a powerful memory with your customers
- Prevent office emotions from leaking into your marketing
- Make your marketing more effective, increasing your ROI
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Brand Emotion Drivers Are Part of Our Branding Proven Process
Service & Phase: Brand
Brand Phase Chapter 5: Brand Core
Deliverable: Brand Emotion Drivers
So far in the Brand Core process, we have defined your mission, vision, values, and brand promise. But making your message really resonate with your target customer is the work of your emotion drivers. Identifying what emotional drivers will work best with your brand can only come from in-depth research and market analytics. What emotions do your customers associate with the problem your product is meant to solve?
01 | The Purpose of Brand Emotion Drivers
Emotion drivers are your target when designing your marketing. How do you want your customer to feel? What kinds of feelings do you want to avoid? Strong emotions are the most powerful tool to customers when making any decision.
02 | Identifying Your Brand Emotion Drivers
Using market research, stakeholder interviews, and customer data, we can follow the journey of your target customer from first contact to purchase and see what emotions drive them through the process. The most powerful and effective ones are what we want to use as your emotion drivers.
We call this process emotional driver mapping.
03 | How to use your brand emotion drivers
You shouldn’t mention or refer to your emotion drivers in your marketing. They should be used as a guide to how to write your messaging and the kinds of images and colors you want to use.
What Emotions Does Your Brand Evoke in Your Audience?
You need to have an emotional connection with your customer base. Without this, no amount of marketing or creativity will help you meet your business goals.
Strong Emotions
Whether it’s relief, humor, calm, or even more powerful emotions, your brand has its associations, and you need to identify them.
Eliminate Confusion
Every interaction with your customer comes with an emotion whether you want it to or not. Having clear emotion drivers helps eliminate unintended emotional blocks.
Memorable Messaging
Strong emotion drivers can give your emails and ads a second chance at life by making them memorable and shareable.
67
Companies with blogs have 67% more monthly leads than brands without.
5
Acquiring a new customer can cost 5x more than retaining an existing one.
270
Products with customer reviews have a 270% higher conversion rate than products with none.
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Brand Emotion Drivers: FAQs
How many emotion drivers do we need?
You might need just a couple drivers, or more. Since we don’t offer cookie-cutter solutions, we will be able to identify which emotions your marketing should target as we proceed through the Brand Core chapter.
Why do you identify the emotion drivers at the end of the Brand Core chapter?
Your brand values and other core aspects of your brand set the foundation for your marketing strategy. We set things in order at home before we look outward. This chapter is part of our proven process and we have seen success in doing it this way.
What if we already know what emotions are most effective?
If you’ve been operating your business for a while, you probably have a good intuitive understanding of what messaging and emotions resonate best with your customers. Fantastic! Our process will help you identify which of those are most effective, and how you can focus on it better.
How much does this process cost?
Your brand emotion drivers are part of our proven process. We don’t offer piecemeal solutions, or sell standalone services, so we don’t price them separately. Your emotion drivers form part of the base for our future marketing efforts, and is an essential step to your branding success.
How long will this process take?
We’ve been doing this for a long time. Our Emotional Driver Mapping process is quick and surprisingly insightful into your business and your customers. We typically see this phase of the chapter completed in a day.
Develop your brand emotion drivers and increase customer loyalty and connection.
Contact our branding experts today and schedule a free brand audit.
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