Brand Intimacy: Creating Emotional Connections with Customers

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Pune Mumbai London An ISO 90012008 Company
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Brand Intimacy Creating Emotional Connections
with Customers
Pune Mumbai London An ISO 90012008 Company
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 Creating emotional connections with customers
looking to buy your products can make all the
difference. Emotions are the driving force that
influence most buying decisions. Stirring strong
emotions, whether positive or negative - can help
you create a bond between your customers and your
business. Positive emotions are crucial to a
brilliant retail customer experience, as a loyal
customer is the one that is most likely to
recommend your company than a one-time customer.
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WHAT IS BRAND INTIMACY?

• Brand intimacy is defined as the deep emotional
  connection between a business and its customers.
  The brand intimacy marketing model involves a
  focus on emotions and can affect how customers
  make purchase decisions and whether they become
  loyal fans of the brand.
• Brand intimacy is different from brand loyalty.
  While brand loyalty may depend on loyalty
  incentives and rewards, brand intimacy is
  entirely dependent on how a customer feels
  about a brand.

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THE BRAND INTIMACY MODEL

• The degree of overall positive emotions a
  customer experiences toward a brand and the
  extent to which he relates the brand with its
  brand attributes determines the strength of the
  emotional connection. Some of the signs of this
  intimacy are fulfilment, identity, nostalgia,
  indulgence, ritual and enhancement.
• The Brand Intimacy Model which measures the level
  of brand intimacy and assigns a quotient for it
  has a number of steps and facets that companies
  can invest in to achieve brand intimacy. The
  first step of this model is connecting with
  customers by developing strong emotional
  connections. Theretofore, the company can invest
  time, money and effort in one of the six
  archetypes or characteristics of bonds to achieve
  its brand intimacy targets.

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THE BRAND INTIMACY MODEL

• These archetypes are
• 1. FULFILMENTMeeting customers needs beyond
  what they expect and positioning the brand as one
  that over-delivers.
• 2. IDENTITYCreating a precatory image for the
  brand that resonates with customers. This helps
  customers feel part of a group and feel that the
  brand represents them.
• 3. ENHANCEMENTThis is when the use of your
  brands offerings helps make the customers
  better, smarter and more capable. This reinforces
  your brand reputation and creates even deeper
  connections with consumers.

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THE BRAND INTIMACY MODEL

• 4. RITUALThis involves making the brand a part
  of consumers daily routines. Brands can involve
  themselves in customers lives in a variety of
  ways. They can create content that engages
  prospective customers and encourages them to
  revisit the brands platforms regularly, hence
  becoming a ritual in their lives.
• 5. NOSTALGIA Another way to make deeper
  emotional connections is to evoke memories that
  customers have of your brand. This works
  especially well in cases where the brand has been
  a fixture in the customers childhood.

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THE BRAND INTIMACY MODEL

• 6. INDULGENCE Providing customers with fun and
  gratifying experiences is another sure-shot way
  of creating a relationship with them.
• A business needs to exceed the expectations of
  its customers by investing in one or more
  archetypes of bonds in order to create a deep
  emotional connection between the brand and
  customers.

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Best Practices for Creating Brand Intimacy
1. Exhibit Empathy2. Maintain Authenticity 3.
Identify Customers Motivations 4. Show Your
Caring Side 5. Connect with Customers 6. Practice
Storytelling 7. Maintain Relationships with
Clients with CRM 8. Nurture Your Leads 9. Connect
with the Community 10. Provide Customer Service
Through Social Channels
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INBrands is a part of Interics Designs and is a
reputed brand consultancy, brand launch agency
and advertising agency in India with more than 34
years of experience in this field. A strong team
of strategists and graphic designers means that
Interics INBrands possesses the expertise and
experience to be your special branding partner to
create an effective brand launch strategy that
kindles brand intimacy with prospects. Interics
INBrands offers comprehensive branding services -
beginning with helping companies figure out and
express their brands purpose and brand
positioning, to market research, brand identity
design, and defining the brands design elements.
This extends to the design of comprehensive and
detailed brand style guides/manuals to allow for
its usage and adoption across the
organization. When working on our Integrated
Branding Program, we collaborate with the top
leadership of the client to understand the Big
Picture by developing a strong understanding of
what the company believes in, the challenges it
faces, and where it is headed to. This helps us
come up with the right brand positioning strategy
to increase brand awareness and create brand
intimacy. We also engage in extensive research to
understand the market, the competition and
customer insights, to develop a comprehensive
brand launch strategy to help unleash the brands
potential. As a further element of Brand
Strategy, we also provide Brand Architecture to
support growth in the future and create the Brand
Image with a captivating story for the brand that
is expressed through a strong Design Language to
create a deep connection with the customers and
increase brand intimacy.
How can Interics INBrands help create Brand
Intimacy?
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ABOUT INTERICS IN-BRANDS

• Interics INBrands is a division of Interics
  Designs - a branding agency in India with more
  than 34 years of experience as a design agency,
  brand launch agency and packaging design company
  in India. With an admirable portfolio of clients
  for brand positioning strategy, startup branding,
  corporate identity program in India, product
  launch strategy, creative packaging design,
  spatial branding and more, we offer the full
  gamut of branding services.

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CONCLUSION

• Brand intimacy is crucial for building trust with
  your clients and prospects. Using consistent
  brand messaging and visuals that embody your
  brand identity can help your brand become iconic
  and create deep relationships with customers for
  enhanced brand intimacy. Brand intimacy will,
  over time, help your organization increase brand
  value by developing a steadfast bond with your
  customers.
• Interics INBrands is the right branding partner
  for this crucial process.
• Visit www.intericsdesigns.com for more
  information.

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To build and promote your brand with strategic
thinking, creativity and assured results,
CONTACT US.

• 91 8744819236

www.intericsdesigns.com