Why You Should Care About What Customers Feel

Reach a Wider Audience with Targeted Public Relations

Long gone are the days when a company could simply open its doors on a busy street and expect tons of sales.

For a business to be successful in 2022, one truly has to connect with your customers on a deeper level in order for them to choose and support your brand.

But how exactly do you do this? And why should you care about your customers’ feelings and thoughts? We discuss all you need to know regarding a brand’s emotional connection to its customer base below.

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Why You Need To Form An Emotional Identity With Your Customers

Before we jump into the best ways to form an emotional connection with your customers, it is important to understand why emotional connections are vital to being successful.

With so many different products and services to choose from, customers are constantly weighing one brand against another. When considering purchasing your products, customers are asking themselves why they should choose you.

And why should they? This is, in fact, a very valid question. Out of all the brands that are constantly bombarding them with offers, deals, and sales, why should they settle on what your brand promises?

To stand out from the crowd, your brand has to go the extra mile. Customers may not recall what exactly they bought from your store a year from now. However, they will never forget how your brand made them feel.

Emotional branding is critical if you want to develop brand loyalty. Brand loyalty can be defined as a long-term commitment that a customer has towards a brand. When brand loyalty is high, higher sales numbers usually follow.

Emotional branding can help to refine your brand’s personality and highlights common interests or values that are shared by a brand and its customers. When done right, emotional branding can render your brand irreplaceable and make your buyers feel both seen and heard.

3 Tips For Establishing Your Brand’s Emotional Identity

Be Original

There are probably a million other companies that also offer what you sell, but none of them should look or sound like you. This is how you maintain your brand’s originality and truly stand out from the crowd.

If your brand was a real person, who would he or she be? What would the characteristics be of your brand and why would people want to hang out with your business? What does your brand care about and why? These are just some of the questions that you’ll need to consider when first creating your brand personality.

However, the most important step is to define how your brand communicates with your audience. In order to be original and to stay true to your brand personality, what you say and how you say it should line up with who you say you are.

Remember, you want to authentically connect with each customer in an intuitively human way that stays true to your unique brand personality. If there is a disconnect between what your brand silently promises and how you communicate with your customers, it will lead to confusion.

Identify Your Customers’ Emotional Motivators

After establishing an original brand personality, it’s time to look at what motivates your buyers. By understanding what motivates your target audience on an emotional level, it will be easier to nurture an emotional connection.

Each target group may have different emotional motivators, which means you will have to adapt your communication angle depending on who you are trying to connect with.

For example, some customers are more concerned with being perceived as special or unique. Knowing this, your marketing efforts should be highly personalized, and your team should be ready to immediately assist these types of customers whenever they need it.

Just don’t forget to always stay true to your brand’s image. The goal is to establish where your buyer’s emotional needs line up with what you can authentically offer. It won’t be sustainable for your brand to cater to the emotional motivators of a customer if meeting those needs doesn’t align with your brand personality.

Tell Great Stories

Storytelling is in every person’s DNA and has helped humans to communicate, connect, educate, share experiences and unite since the dawn of time. From a marketing standpoint, storytelling can help you to forge a deeper connection with your target audience.

In fact, lots of big brands use storytelling to construct brand traditions, build trust, make their brand more memorable, and communicate what their brand is all about.

In Summary

By establishing your brand personality, you’ll be able to connect with your target audience in a meaningful way. This will enable you to show every customer that you truly care about each interaction they have with your brand.

By embracing your brand’s value proposition, identifying what your customers care about, and crafting great branding stories, you can make each buyer feel special.

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Leeza Hoyt

Founder and President at The Hoyt Organization

With over 25 years of experience, Leeza’s campaigns have garnered over 150 awards from top public relations organizations nationwide. Additionally, THO serves as the Los Angeles area partner of the Public Relations Global Network, granting clients access to over 50 global markets. The agency was also named to one of the top 200 firms in the country by Forbes magazine in 2021, and she has been named by Globest.com as a Woman of Influence and a Woman to Watch, among other designations.