Today we’re going to talk about one of the most important things that needs to be incorporated in your branding in order to attract your dream clients, put time back into your schedule, and make more money in your business all while establishing a connection in a genuine way.
I'm talking about emotional connection.
Emotional branding not only differentiates you from your competitors, it creates a deeper relationship between your brand and your clients or customers. Consider this example: After a major bank introduced a credit card targeted towards millennials that was designed to inspire emotional connection. By focusing on this connection, they saw this segment increase by 70% and new account growth shot up by 40%.
Emotion is the #1 decision-maker when it comes to making a purchase decision, so if you’re solely focused on the logistics of your offer and aren’t delving deeper into connecting with your audience you’re missing out on a huge opportunity.
If your social media posts are falling flat, look at emotion.
If your offers aren’t selling, look at emotion.
If your sales calls aren’t resulting in a sale, look at emotion.
It plays an important role in everything you create so the first thing you need to do is identify which emotions you want to highlight throughout your branding.
By having a strong emotional component in your branding you’ll be able to reach the right people and repel the wrong ones - leading to better conversions and brand loyalty overall.
So how do you attract your dream client through emotional branding?
An important key to sales is trust and connections within your community through how you present your brand. One of the top ways to do that is to always lead with emotion.
Think about the last time you cried, were you happy? Were you sad? As humans, we are drawn to emotions. This is what we want to focus on to attract people to your brand by making them feel something.
You may be think, "KBow, how's my brand supposed to make people feel something?" This is something I get asked often and the answer is simple, it’s also the most fun part, most of the time it comes down to the aesthetics.
Your aesthetics are like the sprinkles on top of a tasty cupcake. This is what instantly attracts your audience to you, makes them pause and hooks them into a sea of information.
You have 8 seconds (and dropping!) to do just this and that’s why emotional branding is so important.
Every day we're scrolling and scrolling and scrolling online. The average time someone spends on a website is 8 seconds. So imagine, if you don't grab their attention (or worse, make a poor impression) within 8 seconds or less, they're gone. Possibly forever.
Potential clients and potential profits? Gone within seconds. Most likely even faster, if we're scrolling through our phones, so you really want to capture them by making them feel something.
So I love to carry those emotional feelings over into my design projects. When creating, I want to make sure we’re aiming for a “wow!” reaction that pulls your clients or customers in.
Or, "Oh, that really inspires me."
Or, "That’s a brand I can trust."
Start identifying how you want your audience to feel and getting down to the root of how you want them to feel.
Something we're all really good at is saying, "Hey, buy this program. This is doing this. Sign up here. Join me here." and what we miss out on is why your audience should care, why your audience should join you. How will that make them feel? Why should your audience tap to learn more? What will they learn? How will that benefit them? How will that make them feel?
Start really thinking of your audience as people and start carrying that over into your branding. I promise you when you start incorporating the emotional aspect in your branding you’re going to start seeing clients consistently coming back for more.
A bold, captivating and money-making brand sounds really good to me.