How to create Emotional Connection in order to be competitive?

‘Emotional connections no longer have to be a mystery — they can be a new source of real competitive advantage and growth.’ — Magids, Zorfas and Leemon, Harvard Business Review

Emotional connection represents the secret key for companies to become competitive. In order to gain a competitive edge and create value, there is a need to connect customers with the brand. When it comes down to strategy, it is well-known that most companies shy away from showcasing how their customers feel.

‘Given the enormous opportunity to create new value, companies should pursue emotional conections as a science — and a strategy.’ — Jeffrey Rum, CEO Ignite

Why Emotional Connection matters?

1. People are influenced by experiences and emotions. They are driven by ideas and positive thoughts. Emotional value is brought to light when people are inspired or connected with a purpose, person or brand. How many times have you found yourself buying a product based on your emotions? Exactly. That is the reason why organisations should not turn a blind eye upon its importance.

2. Moreover, turning dissatisfied customers into pleased ones leads to an increase in revenue, demand and market share, as well as, continuous growth.

3. Aid towards building brand loyalty.

So, it is important that their voices, opinions and ideas are listened, in order for companies to deliver what the customers desire.

How is Emotional Connection created?

Emotional Connection is a journey that requires several steps:

· Staying true and honest — creation of better experiences which enhances relationships with their customers by introducing unique practices based on values such as mutual trust and honesty.

· Staying consistent — consistency is key when it comes to building a stronger intimacy; it also increases credibility. Customers want brands that are willing to go the extra mile to meet their needs.

· Feel of community — when I think about community, Starbucks comes to mind as it is the go-to place between work and home; it has developed a deep sense of community.

· Reciprocity & giving back — brands connect with like-minded customers by supporting different causes they care about. A classic example would be Patagonia which creates emotional connection using social activism.