The four steps of emotional engagement
To build a stronger brand connections
and to harness the power f the emotions that buyers feel, you may follow the 4 Steps
of Emotional Engagement
A brand has to be busted to enter the
A brand needs to
demonstrate an understanding of the buyer / user needs, pain points and
desires. Empathetic brands care about their customers and share similar values
the customer the more ernotionally-resonating brand is one that makes a significant impact on the user experience and / or
empowers the customer to achieve more.
The ultimate level
of emotional engagement is when the brand is held in high esteem by customers,
to the point that they are proud to associate themselves with the brand.
These are typically
prestigious brands or those that comprise a degree of exclusivity.
Business choose to work with
suppliers which perform well on at least one of the four levels of emotional engagement.
Building emotional engagement isn't linear but establishing trust should be the first step, as trust is the emotional response most predictive of supplier choice.
An emotional connection of eminence is the ultimate and hardest to achieve.
1 in 4 suppliers are able to evoke a sense of pride in the
#brand #emotional #branding #brandmarketing #GinoVestali
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