Creating a brand that people connect with emotionally is the key to customer loyalty according to brand strategy executive Libby Gill and the Inc.com article \u201c7 Essential Ingredients for a Compelling Brand.\u201d People don\u2019t choose their favorite brands based solely on superior products or service \u2013 it\u2019s more about the way the brand experience makes them feel. Build a brand that people want to be a part of with using these elements listed by Gill:<\/p>\n
Clarity<\/b><\/p>\n
Clear and persuasive language telling customer\u2019s how they will benefit from your products and services should be present in all your communications in print and online. It should definitely be straightforward, but it must also be unique in order to separate you from the competition. Think beyond the obvious physical results and consider the entire experience and how it should make clients feel.<\/p>\n
Exceptional Value<\/b><\/p>\n
When you look at the big picture, providing a little extra value is almost always worth the cost in terms of branding and differentiation.<\/p>\n
Collaboration<\/b><\/p>\n
Partnering with the right local businesses for cross promotions, events, and charitable causes further reinforces what your brand is all about and will lead to an emotional connection with people who are already attached to the brands you work with.<\/p>\n
An Intentional Emotional Connection<\/b><\/p>\n
Starbucks coffee might be good, but it\u2019s not that<\/i> good. The success of companies like Starbucks is largely due to their ability to elicit a consistent, intentional emotional connection with every aspect of their business. “You’ve got to really sort of reverse engineer that by understanding ‘Who am I?’ and ‘What are [consumers] looking at me for? What is the value and the emotional connection that I can provide?'” Gill says.<\/p>\n
An Eye on the Competition<\/b><\/p>\n
You\u2019ll want to monitor your direct competition, but you could also lose business to other companies where your customers tend to spend their disposable income. You\u2019ve got to ensure that, if it comes down to it, the emotional connection between the customer and your brand is strong enough that they\u2019ll choose you. There\u2019s also \u201cinvisible\u201d competition to consider \u2013 what influences are keeping people from trusting your brand enough to commit, and what language or actions can you use to assure them.<\/p>\n
Relevance<\/b><\/p>\n
Don\u2019t let yourself, your team or your business fall out of touch with the latest trends. If you do, you\u2019re leaving the door open for competitors to seize the opportunities you\u2019ve missed.<\/p>\n
Confidence<\/b><\/p>\n
If you\u2019re not confident in what your brand is about, you\u2019ll never incorporate it to the point of drawing people to it at an emotional level. Define the brand, get all the way behind it, and don\u2019t stray from it. Confidence is also applies at the personal level. Nobody\u2019s going to become attached to a company whose employees don\u2019t believe in the products, services and experience they\u2019re selling. Hire confident people that are confident in your brand, products, and services.<\/p>\n
Philanthropic Contributions<\/b><\/p>\n
Integrity is a brand element that nearly everyone is drawn too. Reinforce your integrity by supporting charitable causes that you and your customers care about.<\/p>\n