15 January 2009 10 Comments

Brand’s emotional impacts guage

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


brands-measurementIn an earlier post, we have discussed building emotional connection with a brand. Just to help our community with a brand. Just to help our community understand this better, we hereby suggest what can bring branding emotional impacts-personal, corporate- to the forefront. These are products of:

1. History: what history do you have and how are you telling your story. As we know, history is all about stories of the past events. History is the record of past events. To keep pace, brands must ensure that their records of past events are clearly documented and must also challenge present realities-Adam bass

2. Reputation: what are you known for, do you have integrity, can people depend on your words. These where many brands have failed

3. Quality: what is the quality of your brand? Do you add value, do you accelerate the value you give everyday? What is the quality of your content, offerings? All these count to ensure great emotional impacts among stakeholders.

4. Association: what are your brand associations, what comes to mind when your stakeholders think about you?

5. Impressions: This goes with perception. Managing your impression well enhances emotional connection.

We must realize that the sum totals of these experiences are often geometric and not arithmetic progression A negative vibes from any of them affect all. No one will appreciate a brand that is not efficient or move with snail speed- unless this is done deliberately to create an impression.

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