What connects people to brands on an emotional level? How do you establish a strong, emotional brand? What role does the name play in building the brand? A name is part of a brand, namely one that sounds good and, at best, calls to mind positive associations. A name that sounds good opens doors and gives a first impression. A good sounding name stands for quality and professionality.
Humor is important
A brand name that makes someone laugh establishes a relationship for a potential customer. A cleaning company named “Little Cleaner Man” is funny, maybe even a little silly, but people don’t forget it. And people will at least look at the website out of curiosity. This is a step in the direction of an emotional customer connection. A brand name that tells a story or conveys a message awakens positive feelings within the customer. Dove’s current campaign is about convincing women to say “yes” to their beauty despite their flaws. It’s about conveying the message that every woman is okay just the way she is, whether she’s thick or thin. If the campaign is effective then the woman will look at Dove body lotion in the store. If she connects positive memories with it then there is a better chance she will buy Dove than another brand.
The purpose of products is to meet people’s needs: the laundry has to be clean, and breath should smell fresh after teeth are brushed. Meeting needs is good, but that alone isn’t enough because a customer expects up front that a product will fulfill its promises. People are also increasingly concerned with companies’ values. Lifestyles and brands are intertwined. It’s not enough anymore that a product fulfills a purpose. Everything else about it has to be right, too. Consumers buy products if they can identify with the company’s values. “I like the coffee I always buy, but it’s not organic and fairly priced, so I’d rather look for another kind” – such thoughts influence today’s purchase decisions. A successful brand is perceived as such when it’s appealing and positive. A company brand that represents social values and lives them out is perceived by customers as authentic. Common values generate positive emotions and make a brand likeable.
Trust Generates Appeal
Facts are no longer enough to get customers. The chemistry must be right. They want to be picked up, taken seriously in all their wishes, dreams, and desires. For which emotions does a company stand? Is it likeable, competent, serious, modern, humorous? The task of an emotional brand is to go beyond the characteristics of the product to fascinate and create a liking within the customer. In order to do that, a clear message is important, as is making sure the customers are being catered to. When a brand awakens positive emotions, it creates at the same time a trust in the brand. Trust is important in connecting with customers. Through transparency and openness trust is created. An inner brand image that’s clear has a lively effect and generates appeal. Customers have to know what a company stands for. For that reason, a brand’s message has to be clear and concise.
A name that sounds good is a first step in the right direction.