Does Your Brand Appeal to Hearts or Minds?

James Glover - September 18, 2013

Action Wednesday/Positioning

Today is Action Wednesday at Once a Day Marketing™ and we are discussing positioning options for branding and marketing efforts to engage customers and potential customers.

In broad terms, there are two ways to appeal to customers; to their hearts or to their minds.  In previous blogs we’ve talked about a branding rule that reads: “If you capture the mind, you gain behavior.  If you capture the heart, you gain commitment.”  When customers are emotionally tied to your brand they will consistently return to that favorable experience.

To appeal to customers’ hearts and gain that emotional investment, it is essential to promote the aspect of your business that you are most passionate about.  Your task for Action Wednesday is to review the message your business is currently sharing in the marketplace.  Determine whether it is appealing to hearts or minds and if campaigns are meeting your expectations.

If you would like to re-focus your message, determine the story to share with customers and potential customers that will allow your enthusiasm and excitement to shine through.  This will resonate with your audience and perhaps gain more commitment on the part of your customers.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  Visit our website at  Contact James Glover at (505) 501-1330 or email  Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on KVSF 101.5 FM.

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