“Your brand is what other people say about you when you’re not in the room”. Is the opinion of Jeff Bezos, founder of Amazon. But, how do we make it relevant and quality? With emotions. Your brand is if they feel you when you’re not there.
As the French designer Joël Desgrippes says, “only when a product or a service kindles an emotional dialog with the consumer, can this product or service qualify to be a brand?”.
For a brand to exist beyond intended to be launched on the market should get emotionally involved in the lives of users. Consumers buy, people live. Understanding this is the first step.
But do you really know these people who can buy your brand? If 75% of new products fail is because traditional market research does not work. The metric of success in business is a high level of emotional engagement. Do you have reliable data on the behavior of consumers and those that provide measurement SAAS of emotions and eye tracking that let you know the emotional metrics in real time?
Branding is not based on market shares, but on emotions. Coca-Cola sells worldwide experience of happiness in a soda. Apple sells membership in the exclusive world of design.
Being known is not synonymous with being loved. Having notoriety gives you popularity but to be preferred to others you must provide value to be desired.
Moving from mere functionality to the user experience, provide sensory experiences with design. Think on the ad campaigns of Absolut, pure emotionality that seduces.
But Zara doesn’t use advertising and is on the top. This does not mean they do not care about their emotional metrics. Au contraire. Inditex started without investing in advertising campaigns in media, however, the company looked carefully its strategy to become an aspirational brand: he took designs from the catwalks, clothes that people wanted to wear and that made them feel good, in low cost but raising prices, constantly move merchandise between stores.
Optimizing presence and strategies is important. Many brands are based on ubiquity, not on the quality. It is better choosing a few and relevant actions and spaces to many but irrelevant.