It is so easy for brands to just get lost in all the communication rumble that customers are faced with in every moment of the day. There are so many messages projected at every touch point that if the brand and message are not striking, customers would automatically block it and life goes on. So how can your brand survive, build the right perception and attract attention enough to stand out in the crowd? Why do customers choose a brand over another? It all goes down to one of the most important elements in a human’s life: Emotion. We live through our senses and what appeals to us. In this digital era and thanks to social media platforms, it is much easier for brands to emotionally link their value proposition with customer to engage and increase their awareness. This is triggered thanks to the emotional content that is linked with the brand identity, characteristics and values. Depending on the brand and product offering, this can be directly linked with the touch element: events or the physical evidence. This is a key bridge between the virtual world and the reality where we can connect with customers to engage emotionally. Emotional behavior is heavily linked with the Purchase Decision Funnel where at each phase a potential shopper is influenced to take an emotional decision triggered by the information provided: Awareness, Interest, Evaluation, Trial, Adoption, Loyalty.
Emotion is sometimes taken for granted but it should be the soul of any communication message at every stage of the customer decision journey.