Transactional brands offer the right product in the right place and at the right time. They launch advertising campaigns that attract the attention of the audience. People pay a fair price, while they are not particularly loyal, their relationship with the brand is 100% rational.
Emotional brands, by contrast, create irrational relationships – in the most positive sense of the word. They cause irrational enthusiasm. They set irrational prices. Their clients ignore their competitors. The advocates of these brands talk about them all around.
The best way to appreciate the power of emotional ties is to shape consumers with the same attitude to your brand as to their own children. After all, relationships with children are completely irrational, they are emotional. Children always seem to be better, smarter and prettier in the eyes of their parents.
The best brands managed to achieve this attitude. This is SoulCycle, Apple, Patagonia, Under Armor. But you have already heard about them. Below we will consider some little-known, but noteworthy examples.
Yeti ask for $ 650 for a refrigerator. Of course, their thermo-refrigerators are better than those of competitors. But still prices are 10 times higher than market prices – this is a bold decision.
At the same time, clients not only pay this amount with pleasure, they are also proud of their decision. After all, Yeti, however strange it may sound, is a true lifestyle brand. If a person can not afford the Yeti thermal refrigerator, he will buy a cap with the brand logo.
While rational brands buy a slot for 30 seconds and hope that someone will see their message, Yeti release a series of videos with exciting adventures: from kayaking to extreme fishing. They are watched and repaid millions of times.
The brand uses its website not for sale, but as a site for storytelling. He writes dozens of the most inspirational stories that you can imagine.
In this case, in the stories and videos of Yeti, the brand itself is difficult to notice. They do not show their products, they tell amazing stories, from which it is simply impossible to tear themselves away. Videos 7 minutes long look at one go. For comparison, on average, the time of interaction with Internet advertising is 1.6 seconds.
The Yeti example once again proves that companies should not only get rid of any problems in interacting with the audience. It is more important to offer value at every stage of the journey of consumers.
Yeti produce thermo-refrigerators that have been tested by grizzly bears. Seriously, the brand received a certificate from the specialized organization Interagency Grizzly Bear Committee. And it’s really inspiring!
Yeti videos not only entertain, they encourage action, they help clients get better: more bold, active and open.
Rapha is another example of a brand with irrational behavior leading to irrational results. They sell a t-shirt for cyclists for $ 200. This is almost 4 times more expensive than an ordinary T-shirt. But Rapha’s customers not only enjoy buying brand clothing, they are proud of their purchase.
Yes, the brand creates quality clothing and accessories, but customer loyalty is caused by something much more. Rapha create and support a community of cyclists. Their clients are eager to become part of a group of like-minded people. And the need for belonging is one of the basic human instincts.
Rapha is not just talking about his clothes. They share experiences and stories. They want to inspire, they want to contribute to the culture of cycling.
That’s why Rapha is not just selling products, they arrange meetings of bicyclists with food and drinks. The brand helps athletes achieve better results. But the most surprising thing is how he fights against any possible problems.
For example, Rapha understands that many customers come to the store on bicycles, most often expensive. Therefore, the brand, despite the unthinkable rent, organized a parking inside the stores, and not outside. Such an approach emphasizes the deep understanding of the audience and respect for it.
Of course, you can justify the success of Rapha and Yeti in that they are related to outdoor recreation, which is always amazing. But emotional brands can be found in the most unexpected places.
USAA is a firm that provides financial services to military personnel and their families. The brand helps them control their finances and manage them most effectively. Surprisingly, most financial services have completely opposite goals. For USAA, transparency and control are the main indicators of effectiveness.
And their attention to customers is bearing fruit. 92% of USAA members plan to cooperate with the service for the rest of their lives. Such loyalty is almost a 100% guarantee of business success in the future.
USAA builds every aspect of its business so as to strengthen loyalty. A quarter of their employees worked in the military sphere or grew up in a military family. They offer free financial advice to those who decide to return to civilian life. Their Foundation Educational Foundation organizes more than 850 financial management presentations each year, attended by more than 50,000 members of the military community.
The brand also closely follows innovation. He developed an application that allows you to quickly withdraw money by downloading a photo check from almost anywhere in the world. USAA has a patent for this technology. And the point here is not only in technology, but in the ability to empathize, respect and inspire.
If you analyze the history of advertising for the past 100 years, it becomes clear that many people are waiting for brands to tell stories or promises. But many companies do not justify these hopes.
Today, consumers are bombarded with thousands of marketing messages every day. With such a volume it is simply impossible to cope.
People need brands that they can rely on, brands that inspire them. After all, if a brand understands its audience at the most fundamental level, then consumers will want to build relationships with it, they will love them with all their heart.