By James Hammond
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Additional info for Branding Your Business: Promoting Your Business, Attracting Customers and Standing out in the Market Place (Business Enterprise)
This is where the features and tangible beneﬁts provide the platform on which to create an emotional beneﬁt. For example, Volvo cars are built for safety. So, features might be the steel safety cage aspect of the car, or shock-absorbing zones, and tangible beneﬁts could therefore be built around tangible aspects of passenger protection. But this could be taken much further when adapted as an emotional beneﬁt. What about feelings of pride for choosing a car more for the safety of passengers than your own passion for, say, a sports car?
Remember, no one buys purely on emotion or on logic. Purchases are emotionally led, but there still needs to be some rationality involved in the process. Here’s an example of a supportive approach. Let’s imagine you’re a paint manufacturer. You have a number of features regarding your paint. Perhaps there are certain features of the pigment that make the paint thicker, meaning that fewer applications are needed. The paint could also contain a special ingredient that makes it odour-free. These features could be turned into rational beneﬁts such as faster completion of decorating, and in a comfortable environment.
What is your purpose – and why should your customers or supporters care, anyway? This is where your Brand Storybook™ comes into play. Using narratives that describe your business along with your aims and achievements, you can communicate emotional messages to your customers and your staff and use them to underpin the whole customer experience. Brands, like growth, are not static. You can’t just create your brand and leave it alone. People change. Society changes. Even cultural biases change. And if your brand is to reﬂect the kind of image that says, ‘we know, we understand, we’re with you’, then it needs to be continually polished.