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Three Big Reasons You Aren't Connecting With Your Brand's Audience

by Stephen Moyers  |  
January 11, 2016

You keep trying to connect to your target audience, but nothing you do seems to be working. Sometimes, the problem may be with your presentation. Other times, there may be problems with your strategy.

Here are some common issues that brands experience when trying to connect with their target audience.

1. Emotions Evoked By Your Brand

There are a number of aspects associated with branding a product, but the most important reduce to emotions that your brand evokes. Whatever emotions your brand evokes will be transferred to other aspects of your company. Similarly, if your brand's spokesperson evokes certain emotions, those will be transferred to your brand.

One of the worst problems for any brand is not provoking any emotions. Those brands may get customers that are actively repelled by other brands, but those customers won't be loyal to it.

To establish brand loyalty, you need to establish a loyal customer base. You do this through emotional appeal.

People are more likely to make choices based on emotion than on logic. Emotional appeal can also be logical, but you need to make certain that your brand connects to the user's emotions. A part of this is defining your brand both in terms of what it stands for and what it opposes.

People will choose brands that support concepts, identities, or values that they do. Whether choosing a sports team, a cause, or a group they belong to, customers value their brands supporting at least some of the same things they do.

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Stephen Moyers is an online marketer and writer associated with SPINX Digital, a Los Angeles Web design company and digital marketing agency.

LinkedIn: Stephen Moyers

Twitter: @StephenMoyers

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  • by Arthur Strout (Arth) Mon Jan 18, 2016 via web

    Good Day to You Mr. Moyers,

    Thank you for sharing this wonderful advice.

    “Emotions Evoked By Your Brand”:

    Whenever I make a comment on a post, on social media, writing my own article, or answering a question on Quora, I try to always start with the above opening line.

    You will notice the last word is capitalized, even though it is not “grammatically correct”.

    It is important that the first message relayed is that YOU are important, and the reason this effort to communicate is happening.

    YOU have my attention, not the other way around, because my intentions are to “Help”.

    Now, I have not only made that “clear”, but am bound to follow through.

    “Emotions Evoked by Your Choices”:

    “Respect works both ways”

    An old saying, but one that stands the test of time.

    For every topic I may be an “expert” in, the person asking that “stupid” question probably can take me to school and teach me a “thing or two”.

    “The only stupid question is the one not asked.”

    This is the attitude that kept me in good standing for 20+ years as a customer servicer reprehensive in state government.

    It wasn’t that I could answer any question, or do anything better in my office. Mutual respect and consideration was and still is key. In both our personal and business relationships.

    Being Transparent and Encouraging:

    Often, times, I need to take a break from my computer. It may be for family reasons, due to illness, but most often it is because of my Glaucoma, and the need to give my eyes a break.

    Being transparent about this, not only helps my contacts understand why my response may sometimes be slower, but also allows me to help others to empower themselves, because even though my responses may at times be slow, the job gets done, even if I do it at the “speed of my eyes”.

    I always encourage others to embrace their limitations, accept them, and learn how to best function with or around them.

    Providing Quality:

    It is just as important to make sure the wait is worth it.

    Delivering quality answers to questions, or supplying a product or service all get the same best possible service I can deliver.

    Trying to remember to ask, “Did this help?” or reaffirming the original commitment to quality service, targeted to the individual’s needs is also very important. This is one of the ways being a customer service representative was a positive working experience.

    Without reaching out for that confirmation of a “job well done” and that the “need(s) have been addressed”, our job just isn’t finished.

    “Not Reaching Your Target Audience”:

    One of my reasons for trying Haaartland (beta) is to find connections in my niche.

    “Professional Licensing Helper”, my business name, refers to my desire to create and share an online tool. The tool is a “work in progress” and will take considerable time to complete. The “tool” consist of a series of alphabetically arranged link pages to the dedicated resource pages of government professional licensing administrative agencies.

    The “Helper” part of the “static” link pages are intended to provide a way of avoiding the often redundant and continuous need to follow links from webpage to webpage. The links are “descriptive” and go directly to the resource, avoiding the constant “click through”. These “static” pages are what make up the “tool”.

    Very “low tech”, to be sure, but something that my experience has taught me is very much needed.

    The blog is intended for current events, updates when a new part of the tool is published, or whatever seems relevant and helpful.

    Please note that sharing this information about my project is only intended to help you understand a bit more about myself and what motivates me.

    Haaartland is already providing Benefits:

    Until recently, the only other websites found within my niche were either government sites (the vast majority), or lawyers.

    A new contact on Twitter (thanks to following a public niche on Haaartland), told me about “licensing” questions being asked on Quora, after visiting my project.

    In a little over a month, through applying myself to providing resource links, in the process of answering questions, (even though most are for driver licenses), my answers have been viewed over one thousand (1,000) times. My status has grown to be one of the “most viewed” participants, answering questions related to “licenses”.

    I am also able to post the answers to Twitter and Facebook when submitting them. This is one of the few times I use automatic social media submission, other than sharing another’s blog post or message.

    All this positive motion, though not directly contributing to page views, or new visitors to my site, is helping my brand reputation.

    Even better, I’ve started a Quora blog, given it the same name that my project has, and can use it to help contribute in other ways to the Quora community.

    “Testing your strategy”:

    I am admittedly ill equipped when it comes to “testing”.

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