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B2B INC. WILL HELP YOU CONNECT EMOTIONALLY WITH YOUR PROSPECTS AND CUSTOMERS
Think of your favorite brand. Now, your next favorite. No doubt you have a couple or few brands that you not only like, but love.
They could be the likes of Starbucks, or Zappos, or Apple, or BMW, or REI, or Target - maybe a local, smaller brand or a resort, airline, magazine, fast-food or a beverage.
Emotional engagement is part of b2b branding,
just as it is with consumer marketing.
Consumer products are usually easier to use as examples when we speak of branding; we can all relate. But in the b2b branding, emotional engagement is just as critical.
Why is this? Because we love our brands, regardless of whether they are consumer products or business products.
Why do you love brands?
You love your favorite brands because they are in your heart, not just in your mind. And it's not just their products or services that you love; you love them, as you would love a friend.
Is your brand loved, trusted?
You trust your favorite brands. You believe in them. If your brand makes a mistake you may be disappointed for a bit, but chances are you'll get over that. And if they fix things for you with a fast, friendly solution, you may love them even more.
These are your brands. They make you feel good. You belong to them, and them to you. You are loyal to your brands.
Brands are social. You're part of a group who also loves those brands, and you talk about the brands and you share things with these people. You feel a kinship.
You're emotionally engaged with the brand. OK, you may be rationally connected also, especially in the b2b branding space, but it's the emotional side that engages you.
The brand as a living, breathing thing.
But how does this happen?
It happens when a company decides to focus on its customers more so than on themselves . when the company understands - really understands - its customers . when they tie into their customers' feelings, their belief systems . and when they provide the products - and the service behind the products - that endear the customer to the brand.
It's called emotional engagement. And smart b2b branding.
Listen, focus, pay attention.
Pay careful attention to your customers. Charge someone in your firm to monitor what your customers are saying about you - and what they feel about your products, your service, your brand. B2b branding involves listening to your customers carefully and focusing on what they feel, not just what they think.
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