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The emotions touch on confidence, safety, success, comfort, appreciation and smartness. The consumer will justify their choice and preferences rationally and buy using their emotions. This also depends on the type of goods and services you bring to the market. There are products and services that are easier to position in the market than others.
It is easier to position brands dealing with autos or cars than toothpicks. Brand positioning appeals to more than the simply product features it can offer. Touching the depth of emotions in an individual goes deeper than the just the quality of the wheels and engine. The image portrayed by the individual driving the car is of utmost importance.
What are the advantages of brand positioning on emotions?
Brands that appeal to the person take the user as a point of reference without concentrating on the product features. When a well known soft drink brand dealing in refreshment drinks uses a slogan of ‘open happiness’, the consumers relates with the message of happiness. This is what most people or consumers are looking for every day.
When you touch on smartness and elegance, your brand goes beyond the use of the product. When you creatively position your brand, your slogans and tools of advertising become your assets. You need to manage all your files, data, company name, brands, logos, fonts and company colors and all the other tools you have developed for marketing purposes under one platform.
Positioning your brand to appeal to the emotions creates a strong connection with the consumer. You can even set your price higher when your competitors lower their prices. The consumer will want to use your product and pay more for it. Getting you get your brand to the top means that your sales and profits rise and become stable.
You are able to protect the physical assets of the company and need to take care of your digital assets also. When you are growing in business, you need to be on top of technology and that should mean using experts in digital systems and digital asset management.
They should ensure that system updates on emerging technologies that affect your business are provided instantly and any changes implemented accordingly. The consumer is keen on getting modern products and services and your brands may be affected when simple updates are ignored or pass by unnoticed.
The needs of your organization are important making it easier to organize folders and files and limiting their access to authorized internal and external users. You will enjoy the fruits of brand positioning when you get to the top and all your digital assets are properly registered and protected.
You will be able to operate efficiently with visitors to your website spending less time downloading or uploading files.
Abbie is the CEO of a renowned Digital Assets Management consulting firm serving over 50 multinationals worldwide. She is the chief advisor for SME on Brand management.
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