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Hello there, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Smart
Monday and we are starting a very short series on emotional branding and how you should bond
with your customers on a personal level.
What is emotional branding? That is when you bond emotionally in the lives of your customers
and they are not customers they are actually people. So I look at it as a two way street.
On the one side you form your company and you offer a product because you want to really
help your customers. And I think if that is your desire that will flow back to your customers,
these individuals out there these people in the real world using your product.
On the other, when they use your product they have an emotional attachment with your product.
It might be that it makes them feel better. Think about a cookie store. You walk into
a cookie store, you smell the cookies and they are going to taste great in a moment.
But it might even take you back to your grandmother’s kitchen when you used to walk in there when
she was making those cookies. And now all of sudden you are bonding with the customer
and they are bonding with you on a more personal level and that is what emotional branding
is all about.
The best way for me to share more about emotional branding is to site a couple of examples I
have had with some brands that have touched me personally. The first is Disneyland. I
had the opportunity as a very young kid to go to Disneyland when the theme park was just
opening. It was something I will never forget. It wasn’t so much about riding the Matterhorn;
it was the opportunity for me as a little kid to get to see all those Disney characters
running around. To have the map that was the Disneyland theme park. To ride across to Tom
Sawyer’s Island and for a moment pretend I was Tom Sawyer hanging out with Huck Finn.
Those all touched me inside as a young kid and I will never forget those.
On the other side, there is something called Team in Training, perhaps you’ve heard of
it. It is an organization that raises money for the Leukemia and Lymphoma Society. I decided
to run the Dublin marathon with Team in Training and they helped me train for my marathon and
they gave me the tools to raise money and I had to raise $6,000 to go to this event.
When I passed the finish line at the end of the race I knew I had raised money for cancer
research and that was a very good thing, but more than that, I felt so good about myself,
that I had taken time to run the marathon, to complete the marathon and also help cancer
patients in the process. That made me feel wonderful and I will never forget that experience
and I will always be aligned with Team in Training because of it.
You would be surprised how many branding experts really don’t understand the idea of emotional
branding. So we are going to talk more about it tomorrow. We’re going to be specifically
looking at this book, Emotional Branding by Mark Gobe who is one of the top branding experts
in the world. He has something called the 10 Commandments of Emotional Branding and
we are going to be looking at that so you can really start developing personalized relationships
with your customers.
That concludes our Smart Monday. Be sure and stop by for Strategic Tuesday tomorrow where
we continue our series on emotional branding. If you need some branding support please contact
me to discuss an online or face to face service engagement. That information can be found
at the end of this video. I’m Jim Glover, That Branding Guy; for Once a Day Marketing
and we’ll see you next time.