Over the weekend, the Brits set a new national record for most Olympic medals in a day. It was the most successful weekend Her loyal subjects have ever enjoyed, capped off with an unlikely gold medal tennis victory by Andy Murray over heavily favored Roger Federer.
Why the heavy medal success when Britain has struggled in recent Olympics? Well, it has everything to do with home field advantage of hosting the Games in London some say. I agree, but also contend that it has a lot more to it than that.
Probe a little deeper and ask why athletes perform better in front of a supportive crowd and you’ll see it has everything to do with the primal attribute we humans use to make basically every decision in our daily lives… emotion.
We are first and foremost emotional creatures who can be inspired to transcend our physical limitations and achieve more than we ever thought possible. This can come from the support of others in the form cheers or in the form of expectations. That’s why you have upsets in sports and that’s why marketers go to great lengths to make us laugh, cry, and even feel guilty when we are exposed to commercials or advertisements, web sites, social media, blogs, videos, and countless other forms of marketing communications and branding.
Simply put: Emotion is what drives everything we do… no matter how logical we try to be about it. So what, you ask, has emotion got to do with branding?
Well, as we all know, a brand is an emotional attachment or experience people have with a product or service. We as marketers wish with all our might that attachment happens to be a positive one and we do everything we can to make it so.
That’s because your company brand not only drives customers to buy, but it also drives your employees and channel partners to reach beyond their supposed limitations and achieve more than they, and you, ever thought possible. This translates into greater productivity, and greater productivity translates into greater profits.
So stop what you are doing right now and about your company’s brand.
Okay, now, ask yourself… does it move me? If the answer is a less than an energetic “yes” then you could be sitting on a great opportunity to get more from what you already own… your brand.
Yank and Limey, a St. Louis branding and marketing company, has decades of experience revitalizing existing brands, repositioning companies for greater success in today’s technical marketing environment, and taking a business like approach to solving clients’ marketing challenges.
So inject some emotion back into your brand and tap into that “gold rush” of employee productivity, company pride, and customer satisfaction that is just sitting there waiting to be unleashed.
Take it from the Limeys. The result can be golden.