Tag Archives: connection

How Branding and Advertising Form Your First Relationships

David Gusaas talks about how branding and advertising  form your first relationships.

“Friendship is so weird, you just pick a human you’ve met and you’re like ‘yep I like this one’ and then you just do stuff with them” – Step Brothers

Though they of course have their differences, businesses as a whole are not that different from people that we form certain types of relationships with. If we’re lucky enough, they are just as weird as we are, and we come together like a Catalina Wine Mixer. Though, maybe not like the one in the movie..

In starting a business, everyone wants to get to that sweet spot where instead of going out and knocking on doors, people are coming and knocking on yours. The easiest way to do this is through branding and advertising.

Not just understanding this, but taking action on this, requires a strategy that includes branding and advertising as part of your start-up company’s budget, with someone who understands the dynamics of how this works most effectively, while retaining and conveying your company’s unique quirks and personality.

“There are millions of people walking around, there are millions of businesses to choose from – however both of them must earn the right to have a relationship with you.”

This quote from former Ogilvy & Mathers CEO Charlotte Beers, emphasizes this idea that businesses function on a relationship basis, and in a way similar to how our relationships with people in our day-to-day life may become friendships.

Strategies like cold calling and other traditional transactional outreach are at times necessary and even effective to a degree. But without a cohesive human element, and a personality so to speak to attach to the company, a brand to form a relationship with, the transaction remains just that, and is easily replaceable by a newer or cheaper competitor.

The relationship formed by connecting in a human way with a brand that speaks to something in someone else’s own personality, whether it be a certain sense of humor, world view, or other similar sensibilities, leads to identifying with this brand and developing a loyalty to them.

Within this equation, advertising plays a dual role. First, it introduces the brand to people who would otherwise be unaware of it, and it reminds them of the brand afterwards. Additionally, through the type, style, and way you advertise, you further the brand narrative, and connect with potential customers and clients who you will then form a relationship with.

This touches only briefly on how branding and advertising are a vital investment and a necessary part of your company’s successful future, and there is much more to it, so please contact us today to continue the conversation!

Emotional Branding: What It Is and Why Your Business Needs It

MAD Contibutor-Freak Martina writes in this week reminding us of the value of emotional branding.

Every business obviously loves a loyal customer because that person will regularly buy their products, tell their friends and family about the brand, and keep up with new releases. You’ve probably seen on the news stories of people camping outside stores in order to be one of the first to get their hands on a new product. They are passionate about the brand and its products. This is a sign of emotional branding.

When a customer begins to feel a deeper connection to your brand rather than buying your products just because it’s the cheapest option, then emotional branding has occurred. If you learn about emotional branding and intentionally implement emotional branding strategies, then you will find more people becoming loyal fans of your brand.

More than Branding

Emotional branding goes a step further than branding. It goes beyond the designs, logos, and missions to trigger a certain emotional response in the customer. There are 16 emotional “hot buttons” you can aim to trigger in your consumerbase:

  • Family values
  • Better than you
  • Self-achievement
  • Desire for control
  • Excitement of discovery
  • Desire to belong
  • Fun
  • Revaluing
  • Not enough time
  • Desire to have the best
  • Sex, love, romance
  • Intelligence
  • Reinventing oneself
  • Nurturing response
  • Wish-fulfillment
  • Power, dominance, and influence

Speak to that emotional trigger in all of your content and communication with customers. It will reinforce the emotional need, encouraging customers to feel connected to your brand. They will feel like you understand them and are the best company to fulfill their needs.

Why Emotional Branding Is Important

Why should you care about emotional branding? Many consumers identify themselves with the brands they use. As pointed out by the marketing manager of Smirnoff Vodka, Nyimpini Mabunda, “Customers define themselves through brands they use. The branded clothes they wear, the cars they drive, the drinks they consume, university they attended, favorite spots to hang out, and so on.”

If you want to be the brand they choose, you’re gonna have to give them a good reason to. Why would your target audience choose you over competitors? What emotional needs do they have? Think about which of the 16 emotional hot buttons will work best on your customers and then use it in your branding and marketing campaigns. Remember that it must speak to a core need of theirs or it won’t work.

An emotional bond created with a brand is similar to a bond between humans. Once a customer has an emotional bond with a company, it will be very difficult to break that bond. It would not be easy for that customer to switch brands.


Emotional branding involves creating an emotional connection with customers based on a core need of theirs. The goal is to create a certain feeling in your customers and earn their loyalty to your brand. Once a customer becomes passionate about your brand, he’ll be a customer for life.

If you care about building lasting bonds with your customers, contact us for help with your branding. We are committed to helping businesses build brands that people love.