One of our core values here at Brandigo is ‘student always’ which means we are always open to learning new things and discussing ideas and trends. We also believe that we can learn new things from the entire team, be it one of our Presidents, Account Managers or interns. We’ve been lucky to have some extremely talented interns come through the office over the years who make a genuine contribution to the business. One of our current temporary teammates, Luke, is showing himself to be a talented B2B marketer himself and here he shares some of his thoughts on creating an emotional bind with clients and customers.
Building an Emotional Bond with your Audience
Too often, we as B2B marketers focus on telling the audience what product values or differentiation we offer rather than trying to resonate with the audience’s aspirations. By developing a brand strategy that lets the audience understand your brand values and what it stands for, we have the opportunity to build an emotional bond and consolidate the brand’s position in the customer’s heart.
There are several ways to engage your audience, one being introducing an initiative that they would be proud to take part in. An example would be Unilever's Dove brand. Dove launched a series of campaigns revolving around empowering women and tackling women's self-esteem issues, such as the famous Real Beauty Sketches a campaign that hoped to inspire the audience to have confidence in their true inner beauty and that featured models that are different from the conventional beauty standards in other beauty product ads. Dove took this step even further by creating the Dove Self Esteem project, a program designed to help boost self-esteem in girls. These initiatives built an emotional bond with the target audience who are mainly female consumers that could relate to the issues being discussed, and they start to take pride in supporting a brand with a social conscious. This emotional factor comes into play when consumers come across dozens of alternatives when shopping at a retailer.
Another classic example is TOMS, an American brand that sells shoes, apparel, handbags, eyewear, and coffee. TOMS guaranteed that with every pair of shoes they sell, they would donate a pair of shoes to a person in need. This initiative encouraged many consumers to purchase TOMS. Everyone wants to give back to society; nonetheless, people often don't have the extra financial capability to do so. Now, there's an opportunity to buy a pair of high-quality shoes at a reasonable price while contributing to a great cause, why not?
Brands that serve purpose are not only limited to B2C companies but can also apply to B2B companies as well. A client that Brandigo works with, UPM, is the leading producer of graphic papers and suppliers of an extensive product range that includes magazine, print, and fine papers As one of the world's largest paper producer, UPM make an effort to keep its operation sustainable and environmentally friendly by using renewable and biodegradable materials that are safe for everyday use. It also participates as a member of Together for Sustainability (TFS), a joint initiative of chemical companies for sustainable supply chains. Brandigo helps UPM declare its stance in protecting the environment on various social media channels in China, which encourages potential clients that share the same vision and values to look for UPM.
A high-quality product is no longer sufficient to grasp consumers’ heart, but what the brand stands for will. Consumers are exposed to thousands of ads each day, the advancement of technology only made it harder to break through the clutter. Letting your audience know what meaningful purpose the brand serves helps differentiate your brand.