Making Memories and Emotional Branding

- July 23, 2012

Smart Monday/Positioning

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Smart Monday and we’re going to talk about emotional branding and in particular, creating memorable experiences for your customers.

You probably can’t help notice the red rock structures behind me, I am standing in Arches National Park in Utah. For me, one of the most memorable experiences associated with a brand bar none are the national parks of America. When I was 10 years old I went to Yellowstone. I will never forget that experience seeing the grizzly bears and Old Faithful. What we are going to talk about now is creating similar experiences for your customers.

Throughout my life I have had great, memorable experiences in the national parks of America. I mentioned Yellowstone; however I also had the opportunity to work at Crater Lake National Park in Oregon during all the summers I was in college and to lead hikes at the Grand Canyon and Yosemite. Visiting National Parks always sparks something in me. I feel great about it, I want to share it with family and friends, I want to keep returning. That is what you want to do when you create an emotional bond between your brand and your customers.

There is a branding rule I like to share and it reads as follow: If you capture the mind, you gain behavior, but if you capture the heart, you gain commitment. When your customers are emotionally tied to your brand they are going to keep returning and having a favorable experience with your brand. You want them to feel good every time they think about and use our brand.

So your task for today is to determine how to provide a better emotional experience for your customers. If you do, they will be perennial customers for a very long time.

That concludes Smart Monday. Join us tomorrow for Strategic Tuesday. 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 I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.