Brands are just like real people in the mind of the consumers.
People have strong connections with the things around them, daily used items exceed their functional purpose and become active participants in their lives. We perceive a lot of small things as purely functional, so we feel like the decision to buy them was rational.
This couldn’t be further from the truth, as most of our buying decisions are emotional. Have you ever asked yourself what does your brand do to create an emotional connection?
You always use a kitchen knife to cut a potato, that is purely functional, but what about that favourite knife? Favorite objects always have emotional connections, and these connections become relationships. We’ll always associate positive attributes to the preferred object, or maybe even a dose of “good luck”. Sounds familiar, doesn’t it?
As an entrepreneur, you have to know that all your customers make these type of associations, no matter the business. Even B2B falls into this pattern because each business relies on a human being to make decisions and, make no mistake, people need relationships.
We are used to relate to each other and we always expect reciprocity, we want to communicate all the time, even with objects, and our way to manage this is to personify them. Objects have human features and sometimes a personality of their own. Brands go further and become part of a person’s personality, a proof of value or even identity.
Brands are more than objects, brands have stories and through good strategy are able to communicate efficiently. The secret behind building a good brand is being able to understand this characteristic of human connection and the behavioral patterns that dictate human reactions.
Big brands create context and build stories that help their products infiltrate the life of the consumer. Many times losing an object feels like a breakup more than a material loss, because objects that we love have human attributes attached.
This is what makes branding great, this is what makes branding wrong. Take control over the way you communicate as a brand because it is vital. Relationships are two-way streets, so be careful when building the brand.
Branding is a relationship, it’s a continuous exchange of information, adaptation and back and forth effort to maintain a common denominator. Branding is not about image, it’s about value, emotion and information.
Build a brand as you build a relationship, by listening, by being sensitive and adaptive, build a brand like you would build a human being.