What steps can you take to create an emotional connection between customers and your brand?

With EVERYTHING going on in the world today, people are yearning for HUMAN CONNECTIONS & AUTHENTIC RELATIONSHIPS now more than ever. They are focusing more on what’s important to them. And they are looking to invest more into things that TRULY MATTER. Finally, people want to be a part of something Bigger Than Themselves. They want to be a part of Something That Matters. To "Build a Brand That Matters": - Operate with PURPOSE - Live your VALUES - Pursue a clear MISSION - Share your VISION - IDENTIFY with consumers When you do, they are more likely to: - Buy from your brand - Make repeated purchases from your brand - Pay a premium in support of your brand - Tell friends & family about your brand That's the CONNECTION you want.

Creating an emotional connection between customers and your brand in today’s dynamic and competitive market requires a blend of authenticity, creativity, and strategic thinking. Here are some innovative steps to help achieve this: 1) Using data- driven personalization at scale 2) Engaging in social good to resonate with today's conscious consumers 3) Creating online communities where customers can share experience, tips and stories 4) Unexpected rewards create a position emotional response 5) Localized campaigns embracing cultural relevance 6) Consistent omni-channel experience 7) Collaborative product development by seeking input through surveys, focus groups, or social media polls

Do you have an emotional connection with your customers? Great points to think on as you develop your marketing strategy for 2025.

Creating an emotional connection between your brand and customers should start from your customers' point of view – not your brand's. What's important to them? What do they need to hear? And how can they be INVOLVED in the story – not just have it told TO them? The first step is understanding your customers' emotions based on where they are in their relationship with your brand. Start with a good ol' customer journey map and jot down your customers' emotions along their journey with your brand. Then, think about the stories you can craft along the way. Pay attention to those 'friction points' that might pop up on the journey and the associated negative emotions. What stories can you tell to alleviate these?

Understand the emotional bonds to build consistent experience. Consistency does more than just build trust, it lays the foundation for deeper emotional connections. When customers consistently encounter a brand that resonates with their values and aspirations, they begin to see it as an extension of themselves. This emotional alignment fosters loyalty and turns customers into advocates who not only choose your brand but also champion it.

Repetition is key. Once you've figured out what pulls at the heart strings of the target audience, keep reemphasizing it. If a formula in your advertising or social media is working, double down on it until you see a dip in metrics warranting a strategy shift. Above all though, stay consistent in your messaging and visuals. The hardest part will be convincing leadership who will think the creative that you show them is "boring" or "stale." Explain to them the importance of repetition in a consumer lifecycle. Those executives see your company's brand(s) every day; your target consumer does not!

While consistency in your brand’s look, feel, and tone is crucial for building trust, it's equally important to stay emotionally connected with your audience. Avoid becoming a dry, uniform set of materials. Each touchpoint should offer a slightly unique experience that aligns with your brand values. Consistency isn’t just about mechanical alignment—it’s also about maintaining a coherent narrative that resonates emotionally with your audience at every interaction.

Create your own engagement calendar relevant to your brand & customers. You can start with international days, major holidays and key times or occasion that customers consume your product or services. Once you have the full year calendar choose the most relevant and plan to activate through: - SM Engagement - On Ground Activation - Sales & Promotion As an example an airline or a travel agency can choose Mother day to engage with their travelers and connect them with their loved ones.

One of the great tools that help you achieve this is communication. While building you brand and communication strategy always make it simple and memorable. No over promising of services or product benefits. Once you build this in your strategy it will make it easier for you to deliver or exceed expectations.

Foster a sense of belonging by creating spaces where customers can connect with each other and with your brand. Support and celebrate your community, encouraging them to share their experiences and stories.