How does your brand feel?
Often when we first meet with a client, they haven’t yet considered how they want their brand to feel. Branding is not just about the look, the feel is all together and often more important.
Have you ever been captivated by a brands online persona, only to visit and be disappointed? I once got all my cousins together to visit a pub, that has a great logo, and an impressive online presence. Only to find a deserted pub, that was more of a shanty, that had no background music, no atmosphere, complete with picture frames on the wall with nothing but the Targets dimensions display sheet “28cm x 36cm Photo Frame - Neutral”. We are still scratching our head 14 years later. Or likewise, you love a restaurant or store, but they give you nothing of that experience when you visit them on social?
The emotional connection that a brand creates with its customers is a crucial aspect of branding. You need to be cohesive, are your staff helpful and friendly in store, yet your online social persona is stiff, salesie and kinda weird?
When customers interact with a brand, they form an impression of what the brand represents and how it makes them feel. It’s important that the impression is cohesive, so it doesn’t matter if their first impression is in store, or online. This impression can be positive, negative, or neutral, depending on how effectively the brand resonates with the customer's values, aspirations, and desires.
The real beginning of a rebranding exercise is how your business can create an emotional connection with your customers. You want this to be authentic, meaningful, and relevant.
This can be achieved by carefully crafting your brand's messaging, visual identity, tone of voice, and overall brand experience to appeal to the customers emotions and needs.
By getting your branding right, you can create a loyal customer base that recognises and remembers your brand. Your customers can become an impressive sales person for your brand, they feel good about your brand and tell others about you, your people, your products and their experience with your brand.
