The ways in which you brand your business is a reflection of who you are, how you grow as an individual as well as a business, and how you market to and communicate with the public. The ways in which you market your products and services (those things that you brand) will change as you grow throughout the years because your clients change, their needs and desires change, finances change, thus the ways in which we reach out to them must change. One thing will always remain the same – building a brand around making an emotional connection with people is what will help you build a respectable and prosperous brand.
Much of what we do when we create a brand is we find creative ways of delivering our business message so that we best connect with our ideal audience. The core of your brand is based on emotions-those that are involved in the creation of your brand and those emotions that you inspire in others who connect with your brand. We must connect with clients and consumers on a personal and emotional level; this is often referred to as emotional branding.
This type of branding is nothing new conceptually; it has been done since the very beginning of marketing, but sometimes we as entrepreneurs and small business owners forget to take the time needed to create those aspects of our business that will connect on an emotional level. What do your clients and consumers really want? How do they want to feel when doing business with you or purchasing your product?
Emotional branding is centered on the idea of fashioning an intimate dialog with your clients and those who view your branded marketing materials. Clients and consumers expect brands to know them personally and intimately. They expect them to have a solid understanding of their unique needs, values and aspirations. What do you want your clients to feel when looking at or interacting with your brand? What types of user experiences do you provide in your business?
Let’s say that you have an online store. What kind of user experience do you provide to those visiting your website? This will add value to the reputation of your overall brand. Is it easy for visitors to find what they want and navigate through your website? Is it a smooth process from product selection to making the purchase? Do you offer a personal ‘thank you’ to those who purchase your products? These elements contribute to the overall emotional brand connection that you make with your audience. If it is always a positive and pleasurable experience when interacting with your business, then these experiences help to build a positive representation of the brand of your business.
We are fortunate to have many wonderful online and offline resources to help market our brands efficiently and effectively. This means that we have the tools available to understand the emotional needs of our unique consumers, thus we are able to build a strong brand to communicate directly with unique individuals.
To best create and market a strong brand based on connecting on an emotional level with your audience, you must know who are these people.
Before launching your brand, you must first answer a few key questions:
Who are the people that I want to attract and who are those individuals who are attracted to my business?
What do these people value?
What are their top three concerns?
How do I address these concerns through my products and services?
This is an important step when building a strong brand. Your clients play one of the biggest roles in the success of your business, thus being able to reach them and provide what matters most to them is what will lead to a more successful and prosperous business.
Copyright 2009. All Rights Reserved.
Personal Brand Designer Lisa Hromada provides practical and powerful guidance for women entrepreneurs and small business owners who want to create a strong and memorable brand and market their unique business.
Lisa Hromada offers graphic design and brand development services geared toward providing a step-by-step process for designing and marketing your business, so that you stand out from the crowd and attract more of your ideal clients.
You can learn more about Lisa Hromada and subscribe to her free Brand Excellence monthly newsletter that includes more useful tips on branding and marketing your business at,
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