As you already know we defined branding as creating an ‘image’ of the company and portrayed brands as being ‘intangible’. Building such an image of the company and planting it in customers’ minds requires emotional links between the company, its customers and the society as a whole. Brands are inevitably driven by emotions.

People like to think that they make their buying decisions based on purely rational grounds. The fact is that when people buy an iPhone or a Mercedes car they do it because they have a positive image of Apple and Mercedes. iPhones are ‘cool’ and Mercedes cars are ‘luxurious’. When customers stay loyal to their brands they do it because they feel emotionally attached to it.

Building emotional link with a customer is crucial when building a strong brand. So how to build such link?

Customer first approach

Welike those people who care about us the same goes for companies. Put your customer at a forefront of what you are doing and show them that you genuinely care about providing them the right product. Be willing to go the ‘extra mile’ for your customer, make sure you understand their needs and point out things that might be important for them when making decisions. Even if it means you will make less money from a particular sale, you will earn customers’ trust and loyalty.

Show empathy and understand your customers’ emotions

When dealing with customers you need to understand their emotions and show empathy. This is especially important when dealing with complaints. Robotic soulless customer service can annoy people and reinforce bad emotions. Showing empathy and dealing swiftly with the complaint can build trust and lasting loyalty. Be sure to train your staff to deal with customers in an appropriate manner and you will be amazed by the results

Listen carefully

Did you ever had a conversation with somebody who just talked and barely listened to what you are saying? Most likely it wasn’t the best conversation you ever had and the other person did not make a very good impression either. The same goes for your company. Don’t start one marketing campaign after another without engaging with your customers. Social media is a great example here. The ability to engage in a genuine conversation with your customers is priceless. It can help you build a strong emotional link with your audience. So don’t tweet random things while ignoring your followers.

We can’t list every tip and trick there is, that would probably be really long and boring read. So for one last piece of advice- act as a human. Be real, be cool, but most importantly be ther for your customer. Do not isolate. Showing a human face of your company will help you create a lasting emotional link with your customers.

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