Using emotion to build your brand
Transcript of Using emotion to build your brand
@UKAvery #AveryWePrint1
Using emotion to build your brandKaren Fewellon behalf of @UKAvery #AveryWePrint
@UKAvery #AveryWePrint2
Your Thoughts
I am proud to be a small, independent business and want to tell the world
I pride myself on the personalised service my business offers clients and customers
The best thing about being a Mumpreneur is the freedom and flexibility to fit work in around my other life commitments
1.
2.
3.
@UKAvery #AveryWePrint3
A recent study of 2,000 UK adults, commissioned by us here at Avery WePrint
National Research Study
Over 80% of Brits reported feelings of happiness or contentment when they purchased from a small business.
This figure dropped to just 53% feeling this way after purchasing from a large company.
60% told us the number 1 benefit of buying from a small business is the personalised service
Over 80%
@UKAvery #AveryWePrint4
A quarter of Brits said:
Choosing to buy from a small business actually made them feel good about themselves
How do customers feel when they buy from a small business?
@UKAvery #AveryWePrint5
1. Haircut
2. Restaurant meal
3. Fresh produce e.g. fruit & vegetables
4. Takeaway tea & coffee
5. Greeting cards, gifts and presents
6. Car repairs and services
7. Books, newspapers and magazines
8. Snacks and food to go
9. Jewellery
10. Artwork
Top ten products & services Brits want from small businesses
@UKAvery #AveryWePrint6
Emotions & Marketing
PrimalEmotionalRational
Decisions
@UKAvery #AveryWePrint7
Emotions & Marketing
An average person makes more than 200 decisions about food every day,
many of which are made unconsciously.
@UKAvery #AveryWePrint8
Emotional Branding
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service
over another.”
Seth Godin
@UKAvery #AveryWePrint9
Emotions
Emotions are the driving force of many of our behaviours
Your brain detects threat or reward
@UKAvery #AveryWePrint10
Emotions
ThreatAdrenalineCortisol
@UKAvery #AveryWePrint11
Emotions
DopamineOxytocinSerotonin
These chemicals make us feel good and motivate us to continue on the task or behaviour
@UKAvery #AveryWePrint12
Emotions & Marketing
"There is no 'Buy' button in the brain. There is a 'Story' button.”
@pauljzak @uweg
@UKAvery #AveryWePrint13
Your Brand Story
@UKAvery #AveryWePrint14
Trust in Marketing
Brits were more likely to put their trust in a small business owner than the CEO of a large company.
A third of people felt that small business owners were trustworthy, but just 5% of Brits felt that the CEO of a big business could be trusted.
When asked how they'd describe a small business owner, the number one response was "hard working", cited by almost 75% of people
Almost a third of Brits stated they had to trust someone before doing business with them
@UKAvery #AveryWePrint15
My own Avery WePrint order
@UKAvery #AveryWePrint16
Customer Designs
@UKAvery #AveryWePrint17
Customer Designs
@UKAvery #AveryWePrint18
Examples
@UKAvery #AveryWePrint19
Avery WePrint – Personalise everything
@UKAvery #AveryWePrint20
Avery WePrint – Order and design when it suits you
@UKAvery #AveryWePrint21
Avery WePrint – Large and small orders are welcome
@UKAvery #AveryWePrint22
Avery WePrint – Build your emotional brand
@UKAvery #AveryWePrint23
You deserve a reward
@UKAvery #AveryWePrint24
Competition - #AveryWePrint
@UKAvery #AveryWePrint25
Good Luck