
“J” is for: Joy

- As we make our way through the ABC's of marketing and design terminology, you wouldn't naturally assume that "joy" would be on that list. But it is, for two reasons, and let me tell you what they are.
The terms branding and marketing are sometimes used interchangeably. This is understandable — they…
Just like a person, your company’s brand has a unique personality, and how people…
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It has been shown time and time again that people make emotional decisions to buy, which they then rationalize with logic later on. Human beings feel first, and think second. With this in mind, let’s examine how you as a marketer/business owner can use this concept when promoting your products or services.
If you really want to reach your target audience in a memorable and effective way, you must connect with them emotionally.
Even if you are selling something that seems impersonal or unemotional, there is always a way to connect with your customers on a more visceral level. Take, for example, the commercials Google created years ago advertising the Chrome browser. How did they make something as cold, boring, and technical as an internet browser resonate with people? Easy; they answered the question, “What can our product do to help our customers improve their lives?” Google’s “Dear Sophie” commercial used real human emotion to grab the viewer’s attention and leave a lasting impression.
There is also a bonus lesson here: art imitates life. You don’t have to be a creative genius to figure out how to connect with your customers; simply look around you and observe their experiences. The “Dear Sophie” commercial was actually based on a true story, a real dad who experienced real joy watching his daughter grow up.
If what you do doesn’t light your fire, why are you doing it?
Many entrepreneurs decide to start a business because they want to do what makes them happy every day. Over time, sometimes this joy can get lost in the day to day hustles of running a business. If this happens to you, it is important to always get back to what made you passionate in the first place.
Joy, and other emotions, are vital to successful marketing messages.
Keep in mind, though, that joy is also vital to both your business’ success and your own psychological well-being.
We only have one life to live on this side of eternity. So, whatever you do, don’t lose your joy.
Many times, when we talk about brand, we focus on the experience of your customers in relation to their interactions with you. But brand is also critical internally. The culture of your organization has everything to do with how your brand is perceived externally, so it’s important for it to be well established.
Is your archetype “chosen” or is it “revealed”? Yes and yes. Hmm. Well…if you can pick your own archetype, how do you go about doing that? Your brand archetype impacts everything about your business. Here’s how to choose wisely.
The terms branding and marketing are sometimes used interchangeably. This is understandable — they are inextricably tied together — but they’re not the same thing. Here’s why that matters, and how to know which one you need.