By James Hammond
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Extra resources for Branding Your Business: Promoting Your Business, Attracting Customers and Standing out in the Market Place (Business Enterprise)
And it’s all built around emotion. But that doesn’t mean I completely disregard the taste, does it? If a drink tastes like bilge water, chances are I won’t want to swallow even a drop. Deﬁning emotions What exactly do we mean when we use the word ‘emotion’ and where does it ﬁt into our decision-making process? Understanding of how the brain works has developed in leaps and bounds in the past 50 or so years, and with the advent of such things as MRI brain scanning technology we are much better placed than formerly to appreciate how the brain processes both rational and emotional thoughts.
You’ll be glad you did’, ‘No. . we really ARE different. ’, ‘Quality, service. . and much, much, more’. Blah, blah, blah. . The two keys of branding But wait a moment. If the picture really is that bad (and I sure hope I’ve shown that it is very, very bad), and if customers control and create the brand through their own experience, then what control do you have over ensuring that they see your business in the best possible light? If it isn’t logos, slogans, adverts or promises, what is it?
Something that draws an emotive beneﬁt each time it is viewed. The USP of yesteryear has become the ESP (Emotional Selling Point) of today. Maslow’s Hierarchy of Human Needs Why has the emphasis shifted so much towards creating emotional beneﬁts for today’s customers? In 1943 the psychologist Abraham Maslow proposed a theory for human motivation and established what he called his ‘Hierarchy of Human Needs’. 3 Feature, tangible beneﬁt and emotional beneﬁt Branding the heart as well as the head 39 physiological needs: basics such as food, drink, shelter, sleep and sexual activity; safety needs: physical security, security of employment, security of revenues and resources, law and order (security of personal property against crime), family security and health security; belongingness, love and social needs: the need for love and affection, relationships, a supportive and communicative family, belongingness to a group and sexual intimacy; esteem needs: the need for self-esteem, self-respect, self-mastery and independence, plus dominance, prestige, and the need for both respect and esteem from others; self-actualisation needs: the desire for personal growth, integration, and ﬁnding self-fulﬁlment through realising one’s potential.
Branding Your Business: Promoting Your Business, Attracting Customers and Standing out in the Market Place (Business Enterprise) by James Hammond