How can your small brand leave a lasting impression, just like a big brand does? Be sure it has dual appeal. This means your brand marketing must incorporate both rational and emotional elements.
The rational aspect of a brand is the part of the brand that appeals to a consumer’s rational mind – the brain, the head, the thought process, whatever you want to call it. The emotional aspect of a brand is the part of the brand that appeals to a consumer’s emotions – that person’s heart and soul – how that person “feels” about a brand.
How does a brand appeal to both the rational and emotional sides? Basically, the rational argument for a brand involves conveying sensible, practical facts in the brand’s marketing messages. Depending on the product, it may be facts such as saving money, protecting the environment, or offering high quality.
The emotional side is quite different, however. Typically, to evoke emotion, a brand has to make a compelling case or paint a picture that creates a certain feeling. Instead of facts, the emotional side of the brand deals with benefits and feelings – things that make the consumer feel good. Often a brand will lead with the emotional aspect because it has higher impact (and it is less rational) so it might create a desire on the part of the consumer to purchase the brand. The rational aspect is then used in an underlying role, to support the purchase decision.
Analyze the marketing of brands you consider successful and see if you can identify the emotional and rational elements. You'll notice that if a brand has dual appeal on both a rational and emotional level, it has a very strong chance of becoming a memorable, long-lasting brand.
For more insights about how small brands can succeed, sign up for the new on-demand online course, "Big Brand Strategies for Small Brands," taught by brand expert Barry Silverstein. Learn more about it here.