yinkaolaito.com – the branding gavel, brand communication expert, nigeria brand consultant, social media expert

It’s a great new year. It is a year that promises great dividends for those who know how to harness opportunities inside it. Despite the economic crunch. Knowing what to do will pay. Individual brand must know how to build emotional attachment to its own brand. The foundation of every emotional connection has been traceable to psychology-persuasion in this instance. No brand can actually survive without emotional interaction with the target audience. But the recurrent issue is that many brand strategists do not place emphasis on this foundation. This has accounted for many brands’ failure.

In a recent research by Ulli Appelbaum, he established that ‘reaching, engaging and bonding with customers is becoming increasingly challenging for marketers…consumers have become savvy, critical with higher expectation…evolution and increasing complexity of today’s media environment represent new challenges’. So to be successful in the journey of persuasion, Ulli identified the following steps.

1. Rewards: This is a common motivator for human being. Brand owners must emphasis the reward or what we all call benefits. The advantage of the rewards must be hammered so well that it is clear to all.

2.Threats: No one enjoys a threat to life, so when a brand owner identifies the threat to human existence that the brand can help prevent, emotional connection can begin from here. Antiseptic soap makers have stressed this to their own advantage.

3. Expertise: the brand must demonstrate its expertise and use it to the maximum benefits of the target audience. What is in it for me-WIIFM still holds water.

4. Liking: Be a likeable brand and you will have followings. People sometimes bend rules for those they like and this includes brands too.

5. Scarcity: We all believed that something that is scarce is valuable. That is general perception. Limit your level of exposure, availability. Know when to withdraw your service and your brand from the market.

6. Social proof: One of the reasons why people get connected to a brand is social proof. This has to do with what others have to say about a brand, offerings. Long queue in front of a shop always convince people that it must be a great one while others do not have one customer. Think of how to start building emotional connection with your brand today.