MARKETING MATTERS

Branding vs. Awareness

Awareness alone cannot build a powerful brand, and Scott Deming will tell you why in his courses and keynote address at VEW

studies show that a person does not even begin to move toward the purchasing decision unless emotion is involved. In fact, over 90 percent of every decision we make is based on emotion.

A customer cannot feel attached or committed to your brand and mission unless that customer is emotionally engaged with you, your colleagues, your leadership, and your brand values and philosophy.

It is critically important that you, as owner, manager, optician, or optometrist, create an emotional environment—one which every customer feels and relates to, and one to which every customer wants to belong.

THE DIFFERENCE

Awareness is not branding. Awareness is just that…awareness. Just because we know about something, it doesn’t mean we desire it.

Just because people know about you, who you are, what you sell, and where you’re located doesn’t mean they want you. It means they know about you. Period.

Emotional branding and sustainable success do not come from awareness alone. They come from creating the ultimate customer experience.

What exactly is emotional branding? It is an emotional connection a person has with another person or with an entire organization based on a unique, relevant, emotional, and one-of-a-kind service and experience.

• PROFESSIONALLY…emotional branding boosts profits. It increases customer retention. It decreases customer acquisition costs. It turns typical customers into raving, loyal evangelists for life.

• PERSONALLY…emotional branding on a personal level opens new doors. It builds networks. It creates a level of satisfaction you cannot get anywhere else. It creates sustainable personal success on many levels.

90%...of every decision we make is based on emotion.

THE CONNECTION

Branding is a very misunderstood topic. In fact, it is probably one of the most misunderstood topics in all of business. Most people believe that a brand is a product, jingle, corporation, ad campaign, and other misconceived notions.

However, just as emotional branding is derived through powerful experiences, a truly powerful brand is a feeling. It’s an emotion. And, a “power brand” is one you get an immediate feeling for when you see or hear the name.

So, the question is: What is your brand? What do people think of when they see or hear your name or the name of your company or practice?

Your brand is unique and it is genuine. It needs to be your mission to be inspired, impassioned, and empowered to deliver on that brand promise each and every day.

— Scott Deming