branding…emotional branding = branding success

At branding, inc. we subscribe to the concept of emotional branding and implement its methodology into all aspects of our work.  Sam, our invaluable intern, was taken by an article in Fast Company and wanted to write about it for our blog.  We think she did a super job!

To stand out as one in a world of many is no less than a feat in a severely distracted society. It seems consumers always want the next big thing, and fast. Lines around the building for the latest toy, phone or gaming systems are never ending sights. Amidst this constant need for change, only a few companies have branded themselves well enough to appeal to the persons of our fast paced world.

Starbucks is overexposed and certainly not lacking in locations as one can, literally, be found on most every corner and cross street. This was the start of an experience for consumers. Providing something memorable, regardless of what you are selling, is a key point to turning your product or service into a brand.

In providing an experience, a brand should connect to a consumer with an emotional connection. When the commuter constantly sees a logo high above the city streets, they are consciously intertwining the brand with what it has to offer and subconsciously turning to it when the need arises.

Overexposure. Guerrilla marketing. These are things that when done correctly, can have a tremendous effect on building your brand.

To implement yourself in such a tactical yet genuinely appealing manner stems from three things. Education, experience and defining the “end state” your product or service has to offer as Stanley Hainsworth—once VP global creative at Starbucks and creative director for Nike and Lego—had stated.

Before effectively selling your brand, educate yourself on the status quo, then seek the world and experience it. Whether it’s observing a different culture and society or seeing how other companies operate, your experiences will resonate with your product to create a greater, and a more genuine emotional connection with your consumers.

To learn more about branding and leadership, the following article is a great interview with Stanley Hainsworth—CEO of Tether, a creative agency—once VP Global Creative at Starbucks who helped turn Starbucks coffee into gold.

By Samantha Arigapudi