Building a brand

by | November 29, 2005

A customer’s selection of one product over another is not simply driven by the technical specifications of the product but rather involves both an emotional and logical decision making process. The key is that the emotional piece is what drives a consumer to act. People naturally long to be a part of something bigger, a larger group, and the emotional connection with a brand can provide that bigger something. Your target market should include those people who relate to the emotional elements of your offering as well as those who need your product from a utilitarian perspective. So when developing advertising material or an elevator pitch, think about what it is that connects your customers to your product or service and capitalize on the opportunity to stand out from the crowd by meeting that emotional need as well as providing the product the customer desires. It may mean the difference between one sale and a long-term relationship with a customer.

Author: Michelle Bomberger, Seattle Business Lawyer