Business can tend to make you play safe, play the odds.
However, business and branding is all about emotions. Your product or service is feeding or quenching an emotional need. From the hiring of an accountant to remove the stress from the tax calculation to the purchase of a book to build your confidence, feed your romantic side or give you an escape from the realities of life.
Playing safe can work....but to create a lasting impression, to create that feeling of loyalty, to make people so passionate about your brand that they tell the world...then I believe you have to
- Be emotional....by selling emotion
- Be emotional...by expressing your personality
- Be emotional....by being a person not a company (Social media is a great help here!)
- Be emotional....by understanding that you sell to people through people. Take time to understand the team you work with, fulfill their emotional needs so that they feel ready to concentrate 100% on fulfilling the emotional needs of your consumers
- Be emotional...by standing for something or against something
Being emotional has such a negative connotation yet is the very heartbeat of branding.
Don't fear being emotional in a positive sense....fear more stirring no emotion at all!
