Branded Content & Emotional Relationships

KYRA KUIK

@KyraKuik

What is an emotional relationship?

 An emotional attachment that bonds a customer to a brand

But this type of bond doesn’t happen overnight

Steps to an emotional connectionConfidence

Integrity

Pride

Passion

Confidence:

• Necessary for any purchase• Foundation of relationship• Not a brand differentiator

Integrity:

• Vital for retention• Not a brand differentiator

Pride:

• Pride in product and membership• Brand differentiator

Passion:

• Brand X is perfect for me • X brand/product is irreplaceable

People are passionate about brands when it defies logic

Non-luxury brands inspire passion

You want passionate customers because they spend more and

require less

Increase in customer retention rates

of 5% increases profits by 25-95%

Frederick F. Reichheld

The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value

Where does content fit into emotional bonding?

Keeping customers involves adding

meaningful depth to the bond…it

requires a total brand experience

William J. McEwen

Married to the Brand

Content = meaningful depth

Content adds to a total brand experience

How can I create an emotional bond through

content?

Three aspects to brand passion:

1. Passion drivers differ by brand

2. Total brand experience (not a single component)

3. Brand differentiation

According to research done by William J. McEwen

Content can do that through

• USP• Consistency• Clear brand voice

Unique Selling Point

Differentiates you from competitors

Two components:

1. Define your customers’ problem • What are their common frustrations? • How do they want those problems to be fixed?

2. Explain the unique benefit/solution you offer• How can you fix your customers’ problems in a way that other brands

can’t?

Nerd Fitness Blog

• Stands out from other fitness blogs

• USP = health and fitness hacks for self-proclaimed nerds

• Speaks to need in fitness niche for approachable tips

USP differentiates your brand, signifying to customers their

experience is unique and special

Three aspects to brand passion:

1. Passion drivers differ by brand USP

2. Total brand experience (not a single component)

3. Brand differentiation USP

According to research done by William J. McEwen

Consistency

Keeps the brand experience dependable and trustworthy

Two components:

1. Connects content to existing branding/goals • Is your content on brand? • Does your content support marketing/brand goals?

2. Create content on a regular basis• Your customers should know when they can turn to your brand for

new content.

Mint’s Blog

• Article #1 is on brand and consistent with brand goals

• Article #2 is a stretch

• Scheduling is consistent: 2 posts per day, every week day

Consistency creates a total brand experience that is

dependable and trustworthy

Three aspects to brand passion:

1. Passion drivers differ by brand

2. Total brand experience Consistency

3. Brand differentiation

According to research done by William J. McEwen

Clear brand voice

Communicates brand personality and goals

Two basic components:

1. Define your purpose • What’s the reason behind your content? To educate, entertain,

delight, inform, etc.?

2. Define your personality• How do you approach your content? Are you witty, playful, serious,

inspiring, etc.?

Sharpie Twitter

• Voice is very casual, playful, and entertaining. Uses lots of slang and abbreviations

• Voice is tailored to a very specific audience

• Consistent throughout their content

Brand voice provides a unique experience and uniformity within

branded content

Three aspects to brand passion:

1. Passion drivers differ by brand Brand voice

2. Total brand experience Brand voice

3. Brand differentiation Brand voice

According to research done by William J. McEwen

1. USP2. Brand voice3. Consistency

ModCloth

Key takeaways:

1. Passionate customers spend more and require less2. There is an emotional process that leads to brand passion3. Branded content can funnel customers towards brand

passion by implementing– USP– Consistency– Brand voice

Thanks.Any questions?

KYRA KUIK

@KyraKuik