Why Buy? It’s More Than Just Price


The key to brand development is positioning your company in a unique, memorable way. That’s often easier said than done — especially in crowded market spaces and in an increasingly fractured, digitally-driven business environment. But emotive marketing is a powerful tool you can use to do so.

Effective brand development requires a patient and methodical approach.

First, you must assess your organization’s business philosophy, culture and practices. Then, it requires identifying (and leveraging) the emotional appeal your marketing efforts have for your intended B2B or consumer audience.

Functional aspects of your product aside, why would customers buy from you? Sure you sell the widgets they need. But what emotional aspects of your brand make them want to engage with you, rather than with a competitor?

Perhaps you’re dependable (like Maytag). Maybe you’re exclusive (like Mercedes-Benz). Or, maybe you’re irreverent (like Dollar Shave Club).

Regardless of the product or service you provide, your marketing should support memorable differentiation. Emotive marketing might be your most powerful tool for doing so.

How can you connect with customers at a deeper level? How do you differentiate your brand and communicate your competitive advantage in ways that resonate with your audience?

Here are the 3 ways that emotive marketing can benefit your brand:

Emotional Appeal Adds Deeper Value

What makes your organization or product valuable? Before advertising your product, think about the pain points that your buyers experience.

Consider addressing the problems that your prospects want to avoid by preemptively highlighting the proven, effective solutions you provide. What qualities can buyers affiliate with your brand and appreciate on a personal level?

Then, keep these qualities and values consistent across all your brand’s channels. Websites, brochures and even face-to-face conversations should communicate deliberate messages that support your unique brand.

Emotional Appeal Connects You with Your Customers

If you provide similar products or services that are structurally similar to your competitors’, the functional features are likely also the same. Can you demonstrate that your product has broader applications than its primary stated function?

If not, then consider relying on a more emotional appeal. Instead of telling buyers, “Our Acme Widget is the thing you need,” consider a warmer approach, like, “A long tradition of providing you the durable stuff you need, from the craftspeople at Acme Widget.”

This paints a deeper picture of who you are and gives them something they actually care about (e.g., proven history, hand-crafted quality, etc.).

Use Emotive Marketing to Highlight the Benefits

Competitors might be able to replicate your product or service, but it’s much more difficult for them to emulate your brand and your company’s culture.

So, begin your brand development by marketing what makes your organization unique.

Instead of rattling off technical specifications, communicate (for example) your company’s focus on quality, the superior customer service you provide, or your innovative processes. Then, work your way back into the specific benefits that your product or service provides.

Organizational philosophies and beliefs are attributes that buyers can affiliate with, too, and sometimes communicating those can tip the purchasing selection in your favor.

Keep Your Emotive Appeals Simple

Buyers have a harder time making decisions when they’re flooded with information or given too many choices. That’s why drive-thru menus, for example, are streamlined — honed down to the absolute minimum.

Use emotive marketing to highlight the most important, unique benefits will help “hook” customers with a minimalist approach.

Giving your audience one or two discrete ideas to remember can be far more effective than overwhelming them with a grand, all-encompassing pitch.

Ready to Learn More?

At B63 Line, we understand that your company needs to connect with customers. And that’s what we’ve always done: that’s why we’re named after a famous commuter rail line.

We can help you identify those core attributes that make your brand distinct and memorable for your intended B2B or end consumer audience.

We listen first, then employ what we learn to assist you in your brand development. That’s what sets us apart from our competition.

We’ll get to know you and your business on a deeper level — then we’ll work with you to develop your brand, instead of merely telling you what we think you should do.

Click here. Let’s start a dialogue.