Using your brand personality to ignite emotional connection

Published August 27, 2014 at 7:35 am

The importance of making an emotional connection with customers has been discussed previously on this blog, and with good reason. When the audience is able to make a personal connection with a brand, it actually makes them more likely to make a purchasing decision.

In fact, according to an article in Fast Company, emotion drives fifty percent of purchasing decisions. However, a study by Forrester Research found 89 percent of respondents reported feeling no connection to brands, even though they had purchased from them.

With this statistic in mind, and the knowledge of the power of making an emotional connection, marketers can create campaigns that are increasingly able to foster a connection with their audience.

But what can marketers do to make this connection?

Fast Company outlines several suggestions to help make this possible. One of the first steps is to know your audience. By getting a clear pulse on your intended audience, you can work to create a brand personality that they will be able to relate to.

Brand personality will factor into many occasions of communication with customers, so it is essential to put a lot of consideration into what this persona will be like. Whether it’s through printed marketing collateral, social media, direct mail or any other type of campaign marketing, the brand personality will come into play.

With the higher level of personalization that customers have come to expect, maintaining consistency across multiple channels and geographic regions can be a challenge. However, automated marketing software can streamline this process, allowing campaigns to become increasingly efficient while maintaining the levels of personalization that help build brand loyalty.