Later in this article I will provide you with 3 building blocks with which your brand can communicate its own role (and therefore identity) to target groups in a recognizable and consistent manner.
But first it is useful to answer the following question – albeit somewhat simplistically: what characterizes brands that are viewed positively by their (ideal) target group?
Favorite brands stand for something
The reasons why people choose a specific brand over (the offer of) the competitor can be diverse. Price, quality, location, convenience, a tip from an acquaintance.
But often it comes down to this: they base their choice on what a brand stands for and works towards ( the why ), what it radiates. They feel a connection with what a brand confidently and repeatedly says, shows and does, and the way in which this happens – over a longer period.
Modern, strong brands 'are just like people'
Let’s take a closer look at the “favorite brand” issue. Why are people more likely to be attracted to one brand over another, even though they offer similar products, services, service, or experiences?
illustration magnet
Social psychologist Susan Fiske and customer loyalty expert taiwan telegram data Chris Malone have shown through research that we humans generally judge companies and brands in the same way that we also judge other people – often automatically (reading tip: The Human Brand ). And therefore also 'as people' (want to) deal with and communicate or interact with those brands.
Human qualities are what people consciously and unconsciously look for in (modern) brands.
They can appeal to emotions
What is of course very human, are emotions. These regularly interfere with our thoughts and actions, while sometimes keeping reason in a tight grip.
Brands that are able to evoke the right emotions in their target group – on a frequent basis – can influence the perception of their brand and the behavior of consumers. Because just look at all kinds of professional literature. Consumer behavior and the choices made that precede it are largely driven by emotions.
