By James Hammond
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Extra info for Branding Your Business: Promoting Your Business, Attracting Customers and Standing out in the Market Place (Business Enterprise)
Marketers and business owners fail to appreciate the one critical factor in building a brand today, and it’s this: All brand purchases are emotional, because all brands are emotional. Now, don’t get me wrong. I’m not saying that you completely disregard every bit of common sense when you buy your new high-deﬁnition, ﬂat-screen, surround-sound television. But if we’re honest, lurking somewhere in that brain of yours are emotions such as desire, want, perhaps even lust. C’mon, don’t deny it. You really wanted that all-singing, all-dancing television, didn’t you?
Why? What other products or services do they offer? How many do you offer and are they ‘me-too’ products pitched against those of your competitors? Do your competitors already have a powerful brand? If they do, chances are it’s been built up over a period of time. It doesn’t mean you can’t build a better, stronger brand. But it may mean that your stamina and endurance will be put to the limit as you go past catch-up phase and into the lead. But don’t get me wrong. The focus shouldn’t just be on your competition, and sometimes small businesses can become paranoid about what their competitors are up to.
Consider, for instance, the need to connect with others. As we’ll see in the chapter on storytelling, our society has become fragmented and has lost its tribal or group membership roots as technology has replaced dialogue. Yet humans have an innate need to be a part of something, to have ongoing dialogue and communication. That’s why we’ve seen the rapid growth of 40 Understanding emotion blogs, wikis, chatrooms and social networks like Facebook and MySpace that attempt to bring people together so that they can bond and form relationships.