Emotional connections are much more powerful as they produce the effect of feeling good and the thought we are doing something good. This extra benefit on self-reputation reinforces the message and, ultimately, associates a brand to certain symbols in the consumer’s mind.
When we send a message we must take into account what we say, to whom it is addressed, in which moment we say it and by which means. Winter is not the same as summer, nor is the weekend the same as New Year’s Eve. Sending a message via Twitter is not the same as sending it by e-mail. Likewise, when analyzing individuals, women tend to be more emotional than men, who tend to be more rational. Therefore, it is logical that, depending on the case, we should choose a strategy to carry out and a target to address.
Granted that people’s needs are never completely satisfied (they change and grow constantly as an individual has more experiences) when communicating something, we must be persuasive and create motivation. The key question is: what benefits will our product provide?
Types of benefits:
A benefit is the advantage of a product and a brand, in other words it is the main element of the promise we make to the target audience. These benefits influence the user’s decision. Often, there is a basic benefit and one or more supplementary benefits. Benefits can be rational or emotional. Let’s see what this means:
– Basic benefit: it is the main and obvious benefit. Depending on the product, it may not be communicated. In the case of a car, we do not specify that its main benefit would be that it will serve as a means of transportation. This kind of benefit should be communicated only if it is new or there are no competitors to differentiate from.
– Supplementary benefit: what makes people buy one product instead of another within the same product category? Its additional values. These values differentiate and position the brand. They are messages sent to influence the perception, the emotive nature and especially the point of view when acquiring a product. For this reason, it is necessary to think of the user’s experience to make products valuable.
– Rational benefit: this kind of benefit involves choosing a product because of practical or rational characteristics that improve the user´s experience. Therefore, it relies on satisfaction. If I buy a car with the newest safety system, I will be receiving an extra service-oriented functionality, absent in other products.
– Emotional benefit: this kind of benefit satisfies the purchase and consumption experience. Emotional benefits help establish a real connection between the brand and the consumer. These benefits are small details taken into account when valuing a product: I buy an American car in order to help national industry and, subsequently, I feel good about my decision.
Emotional benefit promotes more loyalty:
In order to differentiate one brand from another, we use emotions and positioning. Thanks to the emotional benefit, consumers will find an attribute which is inherent to the product after having used it: when I drive my car I feel like a different person, I feel superior.
Creating this connection with the user makes the purchasing and consumption experience more satisfying, as well as increases engagement. This emotional connection builds the trust that promotes customer loyalty. Everyone knows someone who consistently buys the same car brand.
It is true that emotional benefit promotes more loyalty and creates better bonds than rational benefit. Emotional connections are much more powerful, as they produce the effect of feeling good and the thought that we are doing something good. This extra benefit reinforces the message and, ultimately, associates a brand to certain symbols in the consumer´s mind.
Lastly, it´s important to remember to create a unique product, different to that of the competitors. According to Jack Trout, “positioning is a game where the competitor’s image is just as important as ours –if not more.”