Insight
How important is the sentimental value of a brand?
(Writer/Hung Chi-Wen Process Assistant Consultant, Probrand Taiwan)
The emotional value of a brand refers to the emotional response and association that the brand evokes in the minds of consumers. This value can deepen the connection between consumers and the brand and enhance brand loyalty. For example, Apple not only sells products, but also sells consumers an innovative and high-end lifestyle; while Coca-Cola conveys happy and sharing moments through its advertisements, which are all manifestations of perceptual value.
(Image source: Coca-Cola)
How can companies communicate their brand values?
Brand values are conveyed through a variety of facets, such as:
1. Brand Story and Values: Through an emotional brand story and display of corporate values, mission, and value proposition.
2. Brand Identity: Shape the brand image through unique logo and visual style to arouse consumers' emotional resonance.
3. Emotional advertisements and marketing campaigns: Touching advertisements and campaigns touch consumers' emotions and establish a connection between the brand and consumers.
4. Brand Experience and Service: Provide quality product and service experience to enhance consumers' emotional loyalty.
In this article, the author would like to focus on brand story and value proposition.
One of the brand's perceptual values: brand value proposition
A "brand value proposition" refers to the unique position that a brand wants to establish in the minds of consumers, such as what values the brand can bring to consumers. Value propositions usually involve "emotional benefits", such as a sense of security, a sense of belonging or self-realization. For example, insurance companies usually emphasize the "safety" and "protection" of the services or products they provide, so that customers can feel "safe" and "secure".
Take the zingala 銀角零卡, which was formerly known as "Zero Card Instalment" under China Rent Holdings, as an example, is a new type of installment consumption service launched by Zhongxin Capital in 2018, which focuses on allowing users to make purchases by installment without tying up their credit cards, bank accounts, stored value, or annual fees.
“zingala 銀角零卡” zingala is similar to the Taiwanese word gîn-kak-á (銀角兒gîn-kak-á), with “zing” meaning enthusiastic cheering and ”gala” signifying extravaganza and grandeur. The word "zing" also has the harmony of zero, expanding from zero to infinity, hoping to create infinite possibilities of consumption for customers.
In addition, the brand's slogan, "Sparkle your days. Realize the everyday extraordinary," communicates to consumers that zingala's zero-card service can make every purchase so wonderful and stress-free. This emphasizes the values of "peace of mind" and "trust" to customers.
Case reading:Zingala 銀角零卡
The emotional value of a brand No. 2: brand storytelling
Brand storytelling is an important tool for building sentimental value because everyone, adults and children alike, loves stories. A brand story can be the founder's entrepreneurial story, e.g. the founder of Starbucks telling how it grew from a small coffee shop to a global chain, reinforcing its historical value and brand spirit as a long-standing brand; it can also be the story of how the brand has impacted the lives of its consumers; or it can be the brand's mission and vision, e.g. Tesla's promotion of the use of sustainable energy.
(Image source: Starbucks)
For example, Primona Chicken, which Primo has assisted, is committed to producing top quality and natural chicken essence and chicken meat, and regards "providing customers with the ultimate service experience" as its guiding principle. In the brand story, the theme of "Prejudice and Disbelief" is used to convey to customers the "professional spirit" of "Prejudice and Disbelief" and "fault-finding" of primona Dream Chicken.
“I don't believe it.
We have produced
It's not just about the ingredients, it's about the health!
The problem with this kind of fault-finding started 25 years ago.
When people believe that pesticides are harmless, we don't believe it.
Organic vegetables can be grown without the use of pesticides.
We do not believe in the necessity of taking antioxidants when raising chickens.
Insisting that chickens can grow strong and healthy by eating healthy and moving around as much as people do!
Because of such a bigotry, the first Dream Chicken in Taiwan was raised.
Chewy, thin, and flavorful, it's unforgettable for three days.
”A large number of people who are experts in the field of culture and the rich and famous have become loyal members."
Case reading:Primona Dream Chicken
The emotional value of brands is more important in the B2B industry
In the B2B industry, while the decision-making process is often considered to be based on logic and efficiency, emotional values are equally important. Emphasizing relationship building and trust with customers can set companies apart in a highly competitive marketplace where communication is a function of value. For example, IBM's Smarter Planet advertising campaign creates a strong emotional connection with customers through innovative solutions to global problems.
Image source:visit office
For example, Rayprus, a company that we have assisted, is part of the Hung Hai Technology Group. Its main business is the research and development, manufacturing and sales of camera modules. Over the years, it has accumulated rich experience in the field of camera modules. As a result, the company has become a major strategic partner and a leading supplier to top-tier customers around the world.
The brand's slogan "Honor Your Vision. Realize a Better Future" is the main communication message.
Honor as a verb means to pay tribute to, to add honor to, to honor (a promise or agreement). Honor Your Vision is a refined way to convey Rayprus' message that MTI Holdings, with its state-of-the-art R&D, design and manufacturing capabilities, is able to work with its customers to create high-end technological products, and to work together with them for the betterment and prosperity of the future that people aspire to.
Case reading:Rayprus XIANGYANG Holdings
Brand emotional value is an important bridge between consumers and brands. By building effective brand stories, value propositions and perfect customer experiences, companies can not only increase brand favorability, but also plant deep emotional imprints in the minds of consumers, so that they can continue to exist in the hearts of customers.
