August 4, 2015
Here’s a process for how you find your brand’s Emotional Benefit?
To get to that emotional benefit, we recommend that you do up a Customer Value Proposition (CVP) helps to organize your thinking as a great tool for bringing the benefits to life. The tool below is the Beloved Brands Ladder that forces you to ladder up from the consumer insights to the brand features to the rational benefits and finally up to the emotional benefits. We recommend you hold a brainstorming session with everyone who works on the brand so you can:
- Define your consumer target and Brainstorm all of the consumer insights
- Match them up against the list of the best features the brand offers.
- Find the rational benefit by putting yourself in the shoes of the consumer and seeing the brand features from their eyes: start asking yourself over and over again “so if I’m the consumer, what do I get from that?”. Ask it five times and you’ll see the answers will get richer and richer each time you ask.
- Then find the emotional benefit by asking “so how does that make me feel?” Ask that five times as well, and you’ll begin to see a deeper emotional space you can play in and own.
This tool is designed to get you out of talking about yourself (your claims) and gets you talking about what the consumer gets (the benefits) For instance, no one really cares that a golf club has 5.7% more torque. When you ask what do i get from that, the better answers are longer drives or lower scores or winning a tournament. These are rational benefits. When you ask how does that make you feel, the emotional space is confidence and optimism. This is the emotional benefit.
The Cheat Sheet for the 8 emotional zones a brand can play in
People tend to get stuck when trying to figure out the emotional benefits. It seems that not only do consumers have a hard time expressing their emotions about a brand, but so do Brand Managers. Companies like Hotspex Research have mapped out all the emotional zones for consumers. I’m not a researcher, but if you’re interested in this methodology contact Hotspex at http://www.hotspex.biz
Leverage this type of research and build your story around the emotions that best fit your consumer needs. Leveraging the Hotspex work, we’ve mapped out 8 zones in a simplistic way below:
Within each of the zones, you can find emotional words that closely align to the need state of the consumer and begin building the emotional benefits within your CVP. It almost becomes a cheat sheet for Brand Managers to work with. How it works is when you figure out which ONE emotional zone you think your brand can own, and just like a rational position, you can’t try to own them all. If we think of the world’s leading companies, Apple owns Freedom while Google owns Knowledge and they are at their best when they stick to those positioning statements.
Here’s how Apple plays in the “freedom” emotional space
Here’s how well Apple has brought “Freedom” to life. You’ll not really hear any functional benefits within this type of Ad. Poetry matched against the beauty of the world is a perfect demonstration of FREEDOM–making Apple seem interesting, exciting and alive.
Here’s how Google brings the “knowledge” emotion to life
While knowledge might sound boring, by sticking to that strategy, here’s how well Google has done. Embedded within the story line, Google is used as an enabler of knowledge–making you smarter, wiser and competent.
Can you find your brand’s emotional space you want to own?
At Beloved Brands, we run a Brand Leadership Center to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To read more on strategy, here is a workshop on HOW TO GET BETTER ADVERTISING, click on the Powerpoint presentation below:
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