Only 15% of Consumers Say This!

A lesson for executives.

Okay, I came across the statistics regarding emotional bonds between brands and consumers. To say that it got my attention is an understatement. It showed a huge "misunderstanding" between the brand executives and consumers.

• 80% of executives believe their brand understands consumer emotions (Source: Blogging Lift)

• A mere 15% of consumers say that brands have a good ability to form emotional bonds with them (Source: Blogging Lift)

It seems like 80% of executives should re-evaluate their understanding of consumer emotion, because apparently, only 15% of consumers say that brands have a good ability to form emotional bonds with them.

Well, there's a saying that there are always two sides to the story, so depending on the perspective from which you look at things, you will see a very different reality. So what is really going on here? Do brands really understand consumer emotions? Or are consumers not getting it?

I would say this: if brands are clear, creative, authentic, and genuine in their communication, then people should "get it" immediately. If the brand's approach is done correctly, the consumer should be able to form an emotional connection with the brand.

It is also worth taking into account that branding is a long-term endeavour, so yes, you might get lucky and have a big spike in engagement here and there, but loyalty is built over time. So the most important thing here is to have a great brand and marketing strategy in place that will, through actionable steps, generate the desired consumer behaviour for you.

Online audiences are smart; they've grown up with the web, social, and the ability to be in touch with just about anything via the online world. They are much more demanding, and they have high expectations. So it's up to the executives to really "hear" how the consumers "move", what they desire, what aspirations they have. And with that information, brands need to be able to form strategies and campaigns that will be able to cut through the overflow of information and reach their clientele on a much deeper level. Emotionally.

That's where true brand loyalty starts. Take care of your people. Make them feel seen and respected, and you will start seeing the impactful results of your labour.

If you want to take your brand to the next level of success with a strong Brand Evolution Strategy that will help you optimise internal and external brand and marketing processes, as well as help your brand function at its full capacity, get in touch with me.

Till the next read!

Teja Jereb