Have you ever wondered why some brands effortlessly attract a loyal customer base, while others seem to just fade into the background? The answer often lies in brand positioning.
This isn’t just another marketing buzzword; it’s a strategic approach that can truly make or break a business.
“It isn’t enough to simply be seen – brands need to be felt, as people make decisions based on both rational and emotional drivers” says Caroline Healy, We Are Savvy’s CEO.
So, while you are likely providing your target audience with the rational information they need to make a decision – like features and price – are you truly connecting with your audience emotionally? More importantly, is that connection helping to drive sales? Let’s explore the vital role emotional resonance plays in effective brand positioning
Understanding Brand Positioning
Brand positioning refers to the feelings and opinions that customers, employees, stakeholders, and the wider public hold about a company. It’s shaped by personal interactions people have with a company or product, as well as the perceptions formed through the community at large, such as through media exposure.
Unlike brand identity, which encompasses tangible elements – logo, name, voice and overall appearance – brand positioning is more strategic and market-oriented.
“While brand identity focuses on how a brand presents itself, positioning is about carving out a unique space in the market that allows you to stand out, and resonate with your audience.” Caroline says. “This powerful distinction is crucial for businesses looking to establish a sustainable impact and foster loyalty among their customers.”
The Psychology Behind Emotional Resonance in Branding
“A strong brand position is essential because it creates emotional resonance with your target audience, fostering trust and loyalty. When customers feel a connection to your brand, they are more likely to choose you over your competitors, allowing you to stand out in a crowded marketplace.” Caroline says.
The psychology behind emotional connections and sales is rooted in behavioural economics. A positive experience leads to positive emotions, which in turn create a favourable association with your brand. This cycle not only encourages repeat business, but also boosts word-of-mouth referrals, driving higher sales and long-term customer relationships.
How to create emotional resonance
Building emotional resonance in your branding begins with a deep understanding of your audience:
- Who are they?
- What are their needs?
- What do they desire or value?
- What do they fear?
These insights allow you to tailor your messaging and offerings to meet their specific needs and aspirations.
Storytelling is another powerful tool. Clearly communicate what your brand stands for, its origin story, and how your offerings can benefit your audience.
“Authentic stories create a relatable and memorable brand image, making it easier for customers to form an emotional connection.” says Caroline.
Creating emotional touchpoints is also essential. Tailor your customer experiences to individual preferences and behaviours. This personalisation shows customers that you value them as individuals, not just as numbers.
Lastly, leverage social proof and testimonials. Genuine feedback from satisfied customers can significantly influence potential buyers, reinforcing trust and credibility. When people see that others have had positive experiences with your brand, they are more likely to feel a connection and choose your products or services.
Need help crafting a brand that emotionally resonates with your audience? We Are Savvy can help! Email us today at hello@wearesavvy.com.au to find out how.