13 January 2014 2 Comments

Brand experience and patronage: impact of the six universal emotions

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

Brand and Emotions, Brand Experience, Brand Management,Brand equity, Brand valueWe live in an age where brands’ consistent efforts to satisfy the jet age ‘oliver twist’ customers seem inadequate. It appears the more we try, the more they discover what you need to do more otherwise they will move to your next door neighbor-competitors. Whether we like it or not, the customers will continue to dictate the tune when it comes to brand’s fortune.

Someone has captured this essence in this sentence ‘Market capitalisation has too much to do with the psychology of the investment community and not enough to do with the underlying value of the businesses’. If we need to increase brand’ patronage, we must know how to manage customers’ experience. Managing customers’ experience begins with a better understanding of the six universal emotions that dominate the minds of these essential targets. When a brand custodian knows and notes these universal emotions and work hard on utilizing them to his/her advantage, it makes progress easy.

Happiness: This has to do with cheerfulness, contentment, pleasure, joy and delight among many other words. Happiness is often a result of happenings. It is often a product of what an individual considered as positive actions, events among others. A brand custodian must become psychologist of a sort to create right events and happenings that can make them permanently happy with your offerings. When people are happy, they often go overboard in spending spree. They sometimes call friends and family to help them enjoy the moment.

Anger: this has to do with resentment and annoyance etc. No human is free from anger. The degree is in its management and ‘exploration/utilization’. People do get angry with stuffs they cannot stand. Some get angry and demonstrate this when they feel cheated or ignored. Sometimes, there are tell tales which can signal the fact that your brand is already provoking this emotion. It is also on record that some can hide or bottle up this emotion for a while. This threshold varies also.  Take time to study market’s trend and customers’ disposition. Work hard on ensuring your competitors’ targets anger and frustration is working to your brand advantage.

Fear: In every human is locked an element of fear of something. Will this work? Am I making right decision, will I get value for money? Why I am going in this direction and not brand X? Go the extra mile in assuring your targets they are in the right place.

Sadness: opposite of happiness is sadness, grief, unhappiness, sorrow etc. This emotion is a product of happenings in negative ways. While happiness emotion evokes joy, sadness exposes the opposite. What do they feel after a contact with your brand? What do they feel after your brand’s purchase? You have power to manage this by your brand’s post purchase attitude.

Surprise: we can positively overwhelm, shock the targets by going beyond what the brand promises.  In a world where many love you until they get what they want and leave you to your fate afterward, brands can annex the positive energy in this universal emotion through ‘low promise and higher delivery’.

Disgust: this emotion evokes revulsion, repulsion and abhorrence. This emotion as negative as it may appear can be used to your brand advantage. Daily create a great experience for the target in your service delivery. Keep improving on the benefits and values they get from you to a level it may be impossible to get such from the competitors.

When you understand these emotions, it helps in your need for consistent innovation, creativity, improvement and hard work on your brand value creation instead of complaining about what competitors are doing.

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