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How Emotional Branding Creates Winners

Chuck Zimmerman

Osborn & Barr CommunicationsThe folks at Osborn & Barr Communications are using the power of the internet to distribute an electronic newsletter about their agency. In the latest issue you can find some case studies as well as an article on emotional branding.

Harnessing the Power of an Emotional Brand

“How your customers feel about your brand isn’t a casual question,” states Daryl Travis, author of Emotional Branding. “It is the crucial question. Products might leave your factory by the thousands a day, but brands are sold one at a time, and they are sold by FEELINGS.”

Your brand is what your customers perceive every time they do business with your company and, beyond that, what they hear about your company in elevator conversations and online chat rooms.

In their attempts to create those feelings and perceptions, companies spent a nationwide total of $67.6 billion on advertising in 2004 according to data from TNS Media Intelligence. Big companies were the front-runners in dollars spent. Meanwhile, small businesses were trying to come up with prudent solutions that would enable them to compete for customer share of mind and share of pocket.

Rather than compete in a head-on advertising war they can’t win, small businesses must leverage their brand power through a mutually supportive combination of operational branding, public relations and advertising that engages customers and motivates them to become your brand advocate. To build this kind of customer belief, all points of contact must reinforce one another and create the same positive emotional response, not just for the single sale but also for the long-term relationship. Consider the “Align, Define, Combine” method of brand building. . . (Full Article)

For more information contact Tammy Donelson.

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