Making the Emotional Branding Connection

Top brands know how to make an emotional connection with you before you’re even ready to purchase. Sometimes, even years before. I can remember when I was a kid and was surprised with a McDonald’s birthday party. I remember it like it was yesterday.

My aunt, sister and I were going about our regular Sunday routine, we had just come from church and were waiting at the bus stop to go home. The bus stop was across the street from a McDonald’s, and since the bus wasn’t coming my aunt suggested that we go over to McDonald’s to get some food. What kid wouldn’t love that (obviously, this was way before my vegetarian life)?

When I arrived at the McDonald’s, a purchasing decision which I thought was completely random, I was greeted with a room full (ok, maybe a handful) of my friends. It was great. I’m pretty sure I had a happy meal. What an appropriate name huh?

Fast forward years later, while I was in high school looking for a part-time job. Guess where I went? Yep, McDonald’s, and they hired me on the spot. I was so honored. I ran home jumping up and down and told my mom “they hired me on the spot! How about that!” and she just laughed and said “I’ve never seen someone so happy to work for $3.35 an hour” but to me, it was the super-giant McDonald’s and they chose me.

The corporate heads at McDonald’s, and many other big-name chains, know that the emotional connection to a brand is best made early on, before there’s a need. The same was true of my motorcycle. I learned to ride a motorcycle in college in 1989. It took about 2-3 weeks and I passed the test and received my permit but didn’t ever get my license because I had to get my driver’s license first. Weird as I think of it now. Anyway, I learned to ride on a Suzuki.

When I was ready to finally buy my own bike, just a few years go, what do you think I chose? Yep, a Suzuki. I wanted to relive the experience I had at the college. When my college course was over I received brochures and discount coupons and special decals from the Suzuki dealership, but didn’t have the funds while in college to actually buy a bike.

To compensate I made sure to have lots of friends with a ride, and I rode with them for years and years… on the back of the bike. Eventually…. a long, long, long time later, I decided it was time for me to make one my own, and so I did. The bike I chose was a 1981 Suzuki GS250T, almost exactly like the bike I learned on. Why? Branding darn it! Suzuki left a lasting impression on me (sorry Harley), so naturally when I was ready to take the first step I thought of them.

Here are some key questions you can ask yourself so that you too can find the best way to deliver an emotional experience to your client:

1) What emotional experiences do people have with your brand?

2) What can you do in the “pre-need process” to introduce yourself to future clients?

3) What memories can you create after the client experience (to extend it)?

4) What are the undertones of what you “sell” ie, security, support, safety, understanding, fun, etc. Every brand has an obvious trait and a hidden trait, the underlying reason of why they buy.

5) What technology can you use to expand your emotional reach beyond your region?

If you can focus in on just 2 of the questions above you’ll no doubt move your brand toward a stronger emotional bond, thereby attracting more visibility and opportunities for your company.