They do this by developing and managing a brand that is easily recognisable and desirable to consumers.
So what is a brand?
There is more to a brand than just being a visual representation of a company through the use of a logo, packaging and design.
A brand also extends to the copy and everything else that represents that company in the wider world, so to a certain extent brand values also have to be upheld by customer-facing staff.
All these elements will affect the kind of perceptions that consumers have of a brand. Through careful and strategic management of these core perceptions a company can make itself the leader in its field.
What does a brand do?
The basic function of a brand is to deliver a promise of service - in other words “It does exactly what it says on the tin.” Delivering this promise, the brand is providing the consumer with a functional need.
For example, a consumer is thirsty and buys bottle water; this bottle of water provides a functional need by quenching the individual’s thirst.
Brands and the emotional connection
All brands provide a consumer with a primary functional need; however, the world’s top global brands go beyond the functional domain and attach themselves to an emotional domain.
Brands like: Coca- Cola, Disney and Starbucks, all these rank as the world’s top brands because they establish a form of emotional contact with the consumer.
For example Starbucks; primarily it is a company that sells coffee and other specialist beverages, however they attempt to tap into consumers’ emotions by offering very spacious seating areas with comfy chairs placed in the windows so people can gaze at passers by.
From a social responsibility point of view, they state that their coffee is ethically sourced and they work in partnership with fair trade farmers. Starbuck’s company values are to deliver an excellent cup of coffee every time in an environment that attempts to embody the coffee lovers’ ideal.
All these elements add to consumers’ feelings and perceptions of the Starbucks brand; they are the reason Starbucks outlets are glittered all over UK and across the world. The positive perceptions consumers have of its brand are the main reasons they want to buy coffee from a Starbucks outlet.
As discussed previously, brands that tap into the emotional domain are taking one step further into the consumer’s perceived image of that brand. Starbucks is not only serving coffee, it is presenting a lifestyle that consumers want to feel a part of!
What are the advantages of brands tapping into consumers’ emotions?
Brands that use emotions can charge more for their products.
A brand that forms an emotional connection with a consumer can ultimately charge more for its products or services. This is because the consumer has developed a relationship with the brand and is willing to pay a premium price for the product.
An example of this is the brand Innocent Smoothies. The brand qualities that are suggested to the consumer are: pure, wholesome and healthy. These key perceptions, which the company reinforces through advertising and packaging design, are what allow its products to carry a higher price tag when compared to supermarkets’ own label brands.
- Brands that use emotion in their marketing strategy can expect greater brand loyalty from customers.
- Brands that engage with consumers on an emotional level, have a higher chance of keeping a consumer loyal to the brand.
- Brands that utilise social media websites such as Facebook and Twitter as part of their marketing strategy find that consumers are more likely to be loyal to the brand.
This is because the relationship between the brand and the individual becomes exclusive, and if a consumer trusts that brand they are not likely to switch to a competitor. A customer who is loyal to a brand will keep with it irrespective of price, because they know and trust that brand.
The values of these types of brands become instilled in the consumers’ minds, and can help to cut through the clutter of a competitive market.
A person will be less likely to shop around and asses the competition because they know that brand and they don’t want to risk buying a new brand in the fear that it may not live up to expectations.
Brands rule the world
As you can appreciate, branding is a very powerful marketing tool, particularly if you want your brand to reach new heights.
The power of a brand is primarily a result of careful management of its key concepts, but its worth remembering that making an emotional connection with your target market is also a powerful marketing tool.
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