Using emotion to build your brand
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The document discusses the importance of emotional branding for small businesses, highlighting that over 80% of UK adults feel happiness when purchasing from small businesses compared to just 53% for large companies. It emphasizes the personalized service provided by small businesses and reveals that trust in small business owners is significantly higher than in large company CEOs. The document also outlines the top products and services that consumers prefer to buy from small businesses.
Using emotion to build your brand
- 1. @UKAvery #AveryWePrint1 Using emotion to build your brand Karen Fewell on behalf of @UKAvery #AveryWePrint
- 2. @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.
- 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%
- 4. @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?
- 5. @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
- 6. @UKAvery #AveryWePrint6 Emotions & Marketing Primal Emotional Rational Decisions
- 7. @UKAvery #AveryWePrint7 Emotions & Marketing An average person makes more than 200 decisions about food every day, many of which are made unconsciously.
- 8. @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
- 9. @UKAvery #AveryWePrint9 Emotions Emotions are the driving force of many of our behaviours Your brain detects threat or reward
- 11. @UKAvery #AveryWePrint11 Emotions Dopamine Oxytocin Serotonin These chemicals make us feel good and motivate us to continue on the task or behaviour
- 12. @UKAvery #AveryWePrint12 Emotions & Marketing "There is no 'Buy' button in the brain. There is a 'Story' button.” @pauljzak @uweg
- 13. @UKAvery #AveryWePrint13 Your Brand Story
- 14. @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
- 15. @UKAvery #AveryWePrint15 My own Avery WePrint order
- 19. @UKAvery #AveryWePrint19 Avery WePrint – Personalise everything
- 20. @UKAvery #AveryWePrint20 Avery WePrint – Order and design when it suits you
- 21. @UKAvery #AveryWePrint21 Avery WePrint – Large and small orders are welcome
- 22. @UKAvery #AveryWePrint22 Avery WePrint – Build your emotional brand
- 23. @UKAvery #AveryWePrint23 You deserve a reward
- 24. @UKAvery #AveryWePrint24 Competition - #AveryWePrint
Editor's Notes
- #14: Power of stories and storytelling in marketing - Link to building trust and empathy psychologists to better understand how consumers react to branding messages, and ultimately connect with a brand on an emotional, non-rational, level. Be wary of what consumers tell you they want – a lot of research is rational create emotional stories in their minds that are directly associated to the brand.