Brand Strategies to Have Your Clients at Hello with Kevin Perlmutter
“People buy on emotion and justify with logic.”
This expression is common and well understood by behavioral scientists, but is often ignored by brand leaders. The fact is that emotional motivation heavily influence our decisions and behaviors, and should understood and leveraged when it comes to brand strategy and marketing. Mark J. Carter and I got to the heart of why successful brand strategy must consider emotion, and we discuss how brand leaders can use emotional insights to have customers at “hello” on The Idea Climbing Podcast.
During the show, we discussed some things that brands should consider:
How and why people make decisions based on emotion.
How to tap into your customers’ motivations from the start by understanding their emotional drivers.
Common brand strategy mistakes to avoid.
How to tap into emotional insights when launching a new product or service.
Questions to ask to understand your customers and their emotional motivations.
How to create instinctive positive responses that Kevin calls “Limbic Sparks” to have your customers at hello and keep them coming back for more.
Here are some soundbites about the intersection of brands, emotion, and attracting customers from the discussion:
“We are emotional beings at heart, and our brains are trained to guide us based on those emotional instincts… When a brand stands out with a highly positive emotional experience, it’s encoded in our memory; we think about it more, remember it more, and want to have that experience again.”
“You have to understand your customers. You have to talk with them… learn from them… read reviews… and understand what’s driving their decisions… and how they feel about the experience they're having with your brand.”
“Figure out why your loyal and frequent customers keep coming back to you… there's a pretty good chance that there are other people out there who probably want those same benefits… and would be very happy to know you exist.”
“Collecting emotional insights is about getting outside of yourself and your inner bubble and talking with people.”
“People aren't walking around looking for brands to fill their life with; they're looking to be happier, to be more successful, and to overcome challenges.”
“The fastest way for a brand to fail is with good messaging that is overpromising what it can deliver.”
I encourage you to listen to the full interview here.
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