The Emotional Components Of Branding
Summary
To build community into your brand, make sure you include an “About Us” or “Our Story” page on your website, and share photos and tidbits about you and your employees. Tapping into the human desire for family or feelings of love and gratitude can attract customers to your brand. However, there are all types of status—from the label-conscious consumer who only wants the costliest of everything, to the hipster whose status hinges on finding products or places no one else knows about and being “in the know” before the crowd catches on. Identifying your brand with security, thus implying that using your product or service can ease customers’ fears, can be a powerful tool. This emotion can work for all types of brands—from mouthwash and deodorant to home security systems or financial services.