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Emotionally connect with your customers


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I am a graphic and branding designer and often host workshops on how to build an effective brand strategy. Here are some slides I prepared for a workshop hosted with Copywriter and strategist Ihunna Eberendu of 2ndwindpro; I have taken out her slides so this deck focusses on visuals alone.

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Emotionally connect with your customers

  1. 1. What is the main thing that a customer must have before they buy from you?
  2. 2. Trust.
  3. 3. There’s Only One I’m Lovin’ it Because I can Think Different
  4. 4. What is Emotional Branding? Defined as the practice of building brands that appeal directly to a consumer's ego, needs, aspirations and emotional state In short it’s the successful attachment of a specific emotion to a brand.
  5. 5. Storytelling through design and words Brand Story Logo/Font/Colour Content
  6. 6. Helvetica in Use
  7. 7. TheLittleBlackDressofTypefaces
  8. 8. Examples
  9. 9. stands out, and is then used as an accent color throughout the rest of the site.
  10. 10. Examples
  11. 11. Exercise 2
  12. 12. Having done the type exercise you did in the first half, please now think about this in terms of what your favourite colour is. Do you see yourself as open and clear / dynamic? Bright red / bright blue. Muted colours. Pale orange etc.
  13. 13. Questions?
  14. 14. Case Study
  15. 15. If your brand were a person, how would you describe him or her? Knowledgeable, brave, empathetic, cutting edge, strong willed How do you want people to feel when they use your product or experience your service? At ease, comforted, relieved. What do you love about your business? It will help people who might not have any avenues immediately available to them. There will also be the integration of professional help in the community
  16. 16. If you think good design is expensive, you should look at the cost of bad design. —RALF SPETH
  17. 17. Font
  18. 18. We prefer curves because they signal lack of threat. So curved design uses our brains to tug at our hearts. Some of us reach for another brand of dental floss.
  19. 19. “Our preference for curves can not be explained entirely in terms of a ‘cold’ cognitive assessment of the qualities of curved objects,” Vartanian tells Co.Design. “Curvature appears to affect our feelings, which in turn could drive our preference.”
  20. 20. Courtesy of Oshin Vartanian
  21. 21. “Great content is the best sales tool in the world.” ~ Marcus Sheridan
  22. 22. Brand Story
  23. 23. What is a Brand Story? A brand story is a cohesive collection of facts, interpretations and feelings that are created by your brand.
  24. 24. How to create a brand story ● Show don’t tell ● Think long term ● Be authentic
  25. 25. Humour is one of the most effective emotions to use in marketing - particularly on social media.
  26. 26. People will remember how you made them feel, more than what what you’ve said or done. Maya Angelou
  27. 27.