In the second part of this two-part feature, Jade Bunke discusses the importance of triggering the right customer behaviors, the differences between emotions and feelings, and how to future-proof your brand strategy. Crafting a unique identity is only the beginning, and you need your brand to trigger behaviors that help you get closer to achieving your goal. You need to identify certain behaviors essential for maximizing the success of your strategy, and the first step is to make a distinction between emotions and feelings. Emotions are unconscious bodily responses to stimuli, while feelings represent your conscious perception of those emotions. To elicit the desired emotional response from customers, you must link customer emotions to different marketing assets and identify the emotions you want to elicit in advance. Furthermore, your brand extends far beyond the marketing department and should be embedded in an internal culture that influences the perceptions and behaviours of your entire workforce. To craft a future-ready brand strategy, you must identify the behaviours you want to elicit across different marketing channels, and identify the emotional responses you want to elicit from different campaigns at different times throughout the customer journey. An understanding of the differences between emotions and feelings, and how to link customer emotions to different marketing assets, is essential for creating a deep connection between your customers and your brand for long-term success.
Originally reported by Martech: https://martech.org/top-tips-for-building-a-successful-brand-strategy-in-2024-and-beyond-part-2/
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