Making Emotional Connections With Your Brand

branding
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It is common knowledge that, as a professional and as a business owner, if you don’t make an emotional connection with the other person, they will not buy anything from you.  The same goes for your ability to form relationships with other people. If you can’t touch them emotionally, they won’t be interested in what you have to say.

The emotions make or break your success

When it comes to selling your offerings, without the element of emotion, you won’t make any headway whatsoever. It is essential that you touch the person in some human way. As you are interacting with your potential client, their emotions (and yours) will be a significant factor in what they feel and in how they react to you. One hundred percent of the time, emotions are the drivers for decisions that everyone makes. It is those same emotions that will also cause the person to act on something, dictate his or her thinking, and take one person’s side or another. In short, the person who is going to be doing the buying has to have some connection with you, your business, and your offerings.

The emotional reactions (and connections) themselves basically have nothing to do with logic. In fact, they are the opposite of logical. They come from the person’s subconscious, not his or her conscious self. If you have developed and presented your brand properly, your target audience will want to buy what you are selling even if they don’t know why. People always buy based on a feeling. If a person sees or hears about a product and it invokes a particular positive emotion, he or she will probably buy it. If a business can make a person feel something, that business can sell anything. The sky is the limit.

The essential brand

The world is full of products that someone feels he or she can’t live without. That concept is exactly why businesses are successful. The reasons that brands (any brands) sell is because they make people feel a certain way. The particular brand may bring the person back to an earlier time, a time when the person was really happy for one reason or another. Those feelings leave the person wanting more of those feelings. If you can invoke that, you will be very successful.

If you can make your concepts surrounding your business resonate with your target audience, they will respond favorably to you and you have a good chance of their buying what you are selling. You need to appeal to the person on a very deep yet very basic level. There are many different ways that you can make emotional connections with your target audience.

  • Your choice of words need to touch other people in a deeper way than merely showing them what your offerings can do from a functionality, benefits, and features perspective. You need to offer them your story and you need to make it clear where your passions lie and what you represent.

  • Include others in what you are doing and in what you believe in. It is critical that your content is compelling, exciting, and valuable. You should make sure that your content is genuine and informative. Also, it should give the reader a clear message that you have the ability to solve his or her problems.

  • Remain dedicated to your philosophy no matter what happens. It is critical to your success to do so. If you believe in what you are doing, other people will too.

Conclusion

With the amount of stiff competition that you have in your niche or industry, integrity is more important than ever. Make sure to always be genuine and helpful. If you are clear about being driven by the desire to help the other person before you even consider doing something for yourself or your business, it will come through and it will work to your advantage. Remember to always tell your story. People will relate to it and respect you for it. There are many different ways that you can connect emotionally with your professional connections. Each one is unique but each one links you to the other person on a deep level.

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Author

  • Michael Cohn

    Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has decades of experience in IT and web technologies. Michael founded CompuKol Communications to help small businesses and entrepreneurs increase their visibility and reputation. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility. Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.

19 Responses

  1. Charles Masterson says:

    Via LinkedIn Groups
    Group: Social Media Marketing
    Discussion: How Do You Emotionally Connect With Your Prospects?

    There are many times that the buying decision is influenced by an emotional connection. The more competition, the more the vendor has an emotional influence.
    By Charles Masterson

  2. Fred Held says:

    Via LinkedIn Groups
    Group: Dr Brians Marketing Network – Number 1 Group for Top Marketers
    Discussion: How Do You Emotionally Connect With Your Prospects?

    Philips Waterpik customer service provided me with the best experience I have ever had. Answered on one ring of the phone, pulled up my record in less than 10 seconds with just my name and solved my problem in 4 minutes.
    By Fred Held

  3. Bob Keiper says:

    Via LinkedIn Groups
    Group: Dr Brians Marketing Network – Number 1 Group for Top Marketers
    Discussion: How Do You Emotionally Connect With Your Prospects?

    In every prospect and customer interaction, the most valuable competitive advantage is trust. Our appearance, behavior and spoken and visual materials should convey the message that our purpose is not to coerce, sell, educate or enforce our will, but to explain and illuminate a product or conceptual idea that gives the audience the tools they need to make the best possible choices. As a presentation skills coach, I know this is true and fundamental.
    By Bob Keiper

  4. Ken Goldberg says:

    Via LinkedIn Groups
    Group: Business Development – The Missing Link between Marketing & Sales
    Discussion: How Do You Emotionally Connect With Your Prospects?

    Well said and an important part of a successful business relationship that is based on continuous beneficial opportunities.
    By Ken Goldberg

  5. Pat Montenegro says:

    Via LinkedIn Groups
    Group: Music Industry Network
    Discussion: How Do You Emotionally Connect With Your Prospects?

    This is excellent advise, and words I live by. I practice engaging with people every chance I get – from the person behind the counter at the convenience store to my daughter’s school bus driver to the soprano soloist in one of my choirs. People really appreciate when genuine interest is thrown their way. Ask pointed questions, not just “how ya’ doin?”
    As Larry King once said, or so I’ve read: “sincerity is your most important tool in business. And if you can fake that, you’re golden!” 😉
    By Pat Montenegro

  6. Chuck Bartok says:

    Via LinkedIn Groups
    Group: My Small Business
    Discussion: How Do You Emotionally Connect With Your Prospects?

    Connecting with customers emotionally has been a foundation of the growth of our small businesses over the past 4 decades.
    Our business have been small and focused on narrow niches, so the customer base generally shard so many common interests.
    The standing joke, years ago, with my associates is that I knew every skeleton in a customer’s closet.
    Of course most of my conversation with directed by questions form me and listening intently to there responses
    By Chuck Bartok

  7. Robin Henault says:

    Via LinkedIn Groups
    Group: Medical Education Communications and Pharmaceutical Marketing
    Discussion: How Do You Emotionally Connect With Your Prospects?

    Thanks for providing this branding message. When I read the article, it brought to mind Harley Davidson and the masterful job they did at re-branding when their sales and market segment were in trouble. They turned things around, not by necessarily creating a better motorcycle(which they did), but by creating a riding personnna-the weekend outlaw. It worked and became bigger than the bike with associated clubs, clothing, etc. Those truly interested in the best and fastest machines, however, might consider the likes of Ducati. So, niche is definitely a target. Then, there are those who will jump on the latest and greatest “thing” because they trust the mob. These are probably not those upon whom you will build your brand.

    I like Seth Godin’s perspective on building Tribes-building a following rather than following another’s brand. I know that some sales are more emotional than others-buying a home tends to be an emotional sale, but buying surgical equipment is based on cutting edge (no pun intended ;-)) technology and dependability. That said, building trust is the most important thing a salesperson can do-it’s foundational to any relationship. You can only do that if you are able to empathize with your client or customer and look at things from their perspective. This may mean leading them in another direction if it’s in their best interest, putting their needs above yours, but you will establish credibility and trust for more than a quick sale. Customers are smart and they recognize sincerity and authenticity…if not immediately, they will eventually.
    By Robin Henault

  8. Pooja Verma Khurana says:

    Via LinkedIn Groups
    Group: Succeed: Small Business Network, Powered by Staples
    Discussion: How Do You Emotionally Connect With Your Prospects?

    I get to interact with my business prospects over the phone and make them comfortable / connect with them easily. Lot of the people I have spoken to over the phone, even if they have not taken our services, still remember me, or ask for me. Several of them do have turned into great regular clients over a period of time.
    By Pooja Verma Khurana

  9. Tracy Bunting-Early says:

    Via LinkedIn Groups
    Group: Medical Education Communications and Pharmaceutical Marketing
    Discussion: How Do You Emotionally Connect With Your Prospects?

    Thanks for this discussion. I think that emotional connections or face-to-face branding is especially important for consultants and whenever the product is not just a commodity. When you are trying to really reach and cultivate a select number of clients, it doesn’t make sense to field proposals from hundreds of clients. (you don’t have time to field all those calls and answer inquiries and also do the work!)
    Building one’s brand as a connected and trusted partner just makes sense in a B2B service industry. It helps to attract new clients/customers and also makes positive outcomes so much easier to attain.
    By Tracy Bunting-Early, PhD, CCMEP, CMPP

  10. Tom Volkar says:

    Via LinkedIn Groups
    Group: My Small Business
    Discussion: How Do You Emotionally Connect With Your Prospects?

    I find that deep and sincere inquiry is the fastest route to a strong emotional connection. If I am willing to lower my boundaries and be vulnerably present the client has no choice but to follow suit or disengage.
    By Tom Volkar

  11. Ken Goldberg says:

    Via LinkedIn Groups
    Group: Business Development – The Missing Link between Marketing & Sales
    Discussion: How Do You Emotionally Connect With Your Prospects?

    I agree also Jessica, I too have seen the shift from long term sustainable goals to a series of short term “now” outlook; although when I say the word “outlook” it may be incorrectly used, as it is not as much outlook as “short sighted look”. Is it competition that has done this, a global economy, more social media awareness and assumed transparency, shareholder need for quick ROI (whether the public or private sector)? Keep guessing, keep validating, keep searching for the answers, because it keeps happening at an ever accelerated pace.
    By Ken Goldberg

  12. Jessica Lim says:

    Via LinkedIn Groups
    Group: Business Development – The Missing Link between Marketing & Sales
    Discussion: How Do You Emotionally Connect With Your Prospects?

    Ken, I believe is the results of the so-called transparency and speed due to the amount of information (facts or myth) we could obtain through internet. Added values are no longer valuable as no one takes you as expert. Internet speed also makes many believe that returns must be as fast…
    By Jessica Lim

  13. Pam Neumeyer says:

    Via LinkedIn Groups
    Group: Business Development – The Missing Link between Marketing & Sales
    Discussion: How Do You Emotionally Connect With Your Prospects?

    “The reasons that brands (any brands) sell is because they make people feel a certain way.” Love this statement.
    By Pam Neumeyer

  14. Patrick Smith says:

    Via LinkedIn Groups
    Group: Brand & Communications Management
    Discussion: How Do You Emotionally Connect With Your Prospects?

    Having a design agency, we’ve tried to make this clear for clients, but many of them can’t judge these matters as they’re not trained in how “tools” like pictures, typography and written words differ from each other and also tell different stories. When they say “this looks nice” about a logo taken from an automated software program, and not a logo sprung out of their heritage or business idea made through a real design process, its difficult to know where to begin, because you also have to establish a working relationship with your client.
    By Patrick Smith

  15. Mimi Gatschet says:

    Via LinkedIn Groups
    Group: Business Development – The Missing Link between Marketing & Sales
    Discussion: How Do You Emotionally Connect With Your Prospects?

    When people feel trust and commitment that you or your brand will do what is expected.
    Then people purchase. People purchase when that emotional connection is made!
    By Mimi Gatschet

  16. Screwdriver says:

    Via LinkedIn Groups
    Group: Brand & Communications Management
    Discussion: How Do You Emotionally Connect With Your Prospects?

    So True! emotional touch is important to gain buyers trust.
    By Screwdriver – It’s A Media Grind

  17. Ashish Yadav says:

    Via LinkedIn Groups
    Group: Business Development – The Missing Link between Marketing & Sales
    Discussion: How Do You Emotionally Connect With Your Prospects?

    Emotions are always on top when it comes to sell something. Sale happen smoothly when emotion are marketed with the product.
    By Ashish Yadav,

  18. Eli Davidson says:

    Via LinkedIn Groups
    Group: Woman 2 Woman Business
    Discussion: How Do You Emotionally Connect With Your Prospects?

    Absolutely. Particularly with women having an emotional connection with prospects is key. Women have often felt invisible in a business environment. By connecting with them emotionally they know that their needs matter. This is a key factor in the sales process.
    By Eli Davidson

  19. Vijay Raut says:

    Via LinkedIn Groups
    Group: Brand & Communications Management
    Discussion: How Do You Emotionally Connect With Your Prospects?

    There is no doubt that a brand must emotionally connect with it’s TA. The question is how? I may be wrong but I believe we act instinctively. We feel before we thing. So something either feels right or just about right or not right. We need to get into the ‘feels right’ zone if the connect is to be strong. The only way to be sure of this is by testing the traction through research.
    By Vijay Raut