“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
How do you build an emotional tribe for your LOHAS brand? How does your audience come to Know-Like-Trust you? Using the right communication strategy is critical.
“You can have the most brilliant product, but if you don’t engage people on a personal emotional level it begins to fall apart.” Dr. Ravi Rao
According to Dr. Ravi Rao, neuroscientist, management consultant and noted expert on the emotional brain, shared personal emotional experiences foster a tribe mentality. In the second video in the series “Brands and the Emotional Brain”, learn about ways to build your emotional tribe and create a tribe mentality in your target market.
Building your brand’s tribe is all about:
- Relationship marketing - Engage consumers on a personal emotional level. Determine your emotional strategy. Decide which emotions to focus on and get clear about the emotional promise you’re making to consumers.
- Immersive brand experiences - meet consumers at every touchpoint with relevant, resonant, valuable content that supports the brand lifestyle, expresses your distinct brand personality and conveys the emotional experience of your brand.
Members of your brand’s emotional tribe will feel invested in your company and its success. For companies operating in the LOHAS space, your product or service offerings exist in a larger context and are inextricably tied to the entire lifestyle that goes along with them. Be a thought leader for the lifestyle values, behaviors and activities that belong with your brand.
Mikhaila Stettler is an artist, writer and producer. As Creative Director of Creatrix Interactive, she specializes in video and visual storytelling to create emotional tribes for mission-driven sustainable lifestyle brands. She achieves that by wedding compelling storytelling with rich media to create emotional connection between your brand and your target audience so that it reaches, teaches and prompts them to take action. You can reach her through http://www.creatrixinteractive.com/ and @MikhailaCreates