Engage consumers’ subconscious and create an emotional connection
Eighty-six percent of consumers say that authenticity is a key factor when deciding what brand to support, but 57% of consumers think that less than half of brands create content that resonates as authentic (The Consumer Content Report: Influence in the Digital Age).
A brand needs to form an emotional connection with customers and employees. It needs to resonate with them and communicate the values of your business and what differentiates you from your competition. And an emotional response to your marketing influences your prospects intention to buy much more than the content of your marketing itself.
But, as Simon Sinek says in Start with Why, ‘customers will never love a company until its employees love it first.’
This means having a clearly defined purpose at the centre of everything your business does and says. Research consistently reports higher productivity, profitability and customer ratings are delivered by companies with high levels of engagement behind their purpose. Gallup found companies in the top quartile for engaged purpose had 22% higher profitability than those in the bottom quartile.
The message is clear: a compelling purpose, an engaged workforce, an authentic brand.
hgkc are partners with Engagement Multiplier, who offer a free benchmark engagement survey. We are also working with All Things Web and kerZ Creative, with whom we have developed the Brand Clarity Scorecard.