Emotional Branding: Bonding With Customers

- April 9, 2012

Smart Monday/Process

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Smart Monday and we are starting a series on emotional branding.

Emotional branding is when you bond with your customers on a personal level and look at them more as individuals.

There are two sides to emotional branding.  First, you formed a company and offer a product to enhance the lives of your customers.  If you make that evident to the customer using your product, it will resonate with them on an emotional level.

Next, when customers use your product they have an emotional attachment to it.  Perhaps it makes them feel better.  Take a cookie store as an example.  When you walk into a cookie store and smell the cookies baking you know they are going to taste great.  However, that aroma might also take you back to your grandmother’s kitchen when she was making cookies.  Now you are bonding with the customer and they are bonding with you on a more personal level and that is what emotional branding is all about.

The best way for me to share more about emotional branding is to site a couple of encounters I have had that have touched me personally.  The first is Disneyland.  When I was very young I had the opportunity to go to Disneyland when the theme park was just opening.  It was something I will never forget.  It wasn’t so much about riding the Matterhorn; it was the opportunity to see all the Disney characters around the park; having the map of the whole Disneyland theme park and riding to Tom Sawyer’s Island and for a moment pretend I was Tom Sawyer with Huck Finn.  Those experiences touched me deeply as a child and I will never forget them.

Another example involves Team in Training, an organization that raises money for the Leukemia and Lymphoma Society.  I decided to raise money by running the Dublin marathon with Team in Training.  They assisted me in training for the marathon and gave me tools to raise money.  When I crossed the finish line, knowing I had raised money for cancer research felt very good indeed, but more than that, I felt good about myself and taking time to run the marathon and aid cancer patients in the process.  I will never forget that experience and will always be aligned with Team in Training because of it.

You would be surprised how many branding experts really don’t understand the idea of emotional branding.  We are going to talk more about it tomorrow, specifically looking at the book Emotional Branding by Mark Gobe, one of the top branding experts in the world.  He defines something called the 10 Commandments of Emotional Branding and we will look at how those will assist you in developing personalized relationships with your customers.


That concludes our Smart Monday.  Be sure and stop by tomorrow for Strategic Tuesday when we will continue our series on emotional branding.  To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.