Operational marketing: how to build a bond between the brand and the customer

Published on : 17 June 20223 min reading time

The market is bursting with a variety of brands. The consumer is surrounded by a wide range of labels on a daily basis and makes a specific purchase decision. The consumer’s emotions have a stronger effect on their behaviour than their thoughts. It is therefore important to meet their needs and create a sense of attachment to the brand.

Keeping product loyalty

In order to increase the product’s popularity and to build and maintain consumer trust, when developing a communication strategy, one should not forget to create positive and unique associations with the brand. The complete visual identification of the brand, the way in which the message is directed, as well as the suitability of the brand’s communication in relation to a specific target group, play an important role in this context. Companies with high consumer recognition do not rest on their laurels and constantly develop their offer in order to maintain a high position. In order to benefit from the customer’s unwavering trust, it is necessary to be attentive to their needs and purchasing preferences. It is necessary to monitor consumer expectations and trends in emerging markets and, above all, to react actively to them. To do this, it is often advisable to use Maslow’s famous hierarchy of needs.

Using emotional branding for promotion

A common technique is to create an emotional connection between the brand and some of the buyer’s personal goals. Using emotion to drive behavior can be seen as a subtle form of mind control. Every element of a brand can be shaped by emotional branding, which aims to build customer loyalty. Emotional branding refers to the use of emotions provoked by a brand to create a relationship between the company and its customers. To trigger this emotional response, you need to appeal to the general aspirations, needs, pains, and emotions of consumers. Sharing a series of emotional ads is a good way to keep creating that emotional connection. It is common for brands to use key events to create emotional ads.

Value for money: The perfect combination

Cost-effectiveness is an important indicator when buying a brand. Cost-benefit is the combination of two fundamental pillars: the benefits that a service or product offers and cost-effectiveness. Basically, to have a good cost-benefit ratio, the costs must be lower than the benefits provided by the service or product purchased. This relationship can be analyzed based on many personal criteria, such as usefulness, aesthetics, subjective value, exclusivity, and quality.

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