Measuring Emotion: The Metric that Drives Interest and Loyalty
Build Emotional Connections
Branding is much more than just a brand name, logo or strap-line. Successful branding is far deeper than that. The best and strongest brands form an emotional relationship with their customers. We call this Emotional Branding or Brand Love and this forms a pivotal part of our BrandVision approach and our Brand Equity Wheel.
“90% of buying decisions are thought to be subconscious. Emotion is highly influential in deciding which brands we buy. Benefits might appeal to the rational mind but are rarely the real reason why we buy.
If you are in any doubt read the book Alchemy by Rory Sutherland.
Robert Plutchik’s Wheel of Emotion Explained
The eight sectors of the Wheel of Emotion are designed to indicate that there are eight primary emotions: anger, anticipation, joy, trust, fear, surprise, sadness and disgust.
The Wheel of Emotion is uniquely based on the psychological model developed by Robert Plutchik – a psychologist and colleague to Albert Einstein. In 1980, Robert Plutchik first proposed his cone-shaped model (3D) or the wheel model (2D) to describe how emotions were related. The model incorporates a number of emotions, including Trust – one of the most important factors associated with brand choice. Within the wheel, each emotion has a polar opposite so that:
- Joy is the opposite of sadness.
- Fear is the opposite of anger.
- Anticipation is the opposite of surprise.
- Disgust is the opposite of trust.
Another smart feature of the wheel is that it highlights the combination of two emotions. For example, Optimism is a combination of Joy and Anticipation. Finally, the wheel shows the intensity of emotion reflected in the depth of colour. For example, Trust goes from Acceptance to Admiration.
Brand & Emotions Explained
Given the fact that emotion accounts for such a large part of our decision-making, it’s easy to understand how creating an emotional bond with customers can make a dramatic contribution to profitability.
Emotional branding, sometimes overly simplified by the term ‘Brand Love‘, is the process of developing a relationship between a consumer and a brand. This is achieved by creating products, services and communications that appeal to the consumer’s emotional state, needs and aspirations.
Furthermore, emotional branding is important as it clearly differentiates one company from another. So it goes without saying that relationships with an emotional dimension are far less likely to defect or stave off brands competing on price or convenience. Great examples of brands with high levels of emotion including Apple, Google, Coca-Cola,
Not only do brand owners struggle to define their brands, but we, the public, also find it difficult to explain accurately why we choose one product over another.
There are many reasons for choosing one brand over another, sometimes, this can be accounted for by phenomena such as Behavioural Economics, but Emotion is the force in forging a relationship with customers.
Emotional Branding should not be confused with short-term emotion measurement. Short-term emotional responses are typically a result of exposure to a stimulus or situation and last just a few seconds at best.
These are best evaluated using techniques such as facial expression analysis using our FACE technology. For example, short-term emotions can be seen when tasting new food and drink products (for the first time) or exposure to a TV advertisement. Brand Emotions are long-term and more akin to Brand Love.
The 8 Brand Metrics You Need
Running brand awareness surveys over time will allow you to spot trends over time and allow you to take actions quicker. But you’ll need to measure more than this if you want truly actionable research, so Welcome to BrandVision.
Welcome to BrandVision
Metrics to Turbo Charge any Brand Strategy
BrandVision is our flexible brand evaluation system that can be customised to your required to your needs. From self-serve to fully managed BrandVision offers tracking for brands of all shapes and sizes.
Discover the power of Brand Momentum.
Momentum refers to the growth potential for your brand and its likely future trajectory. Momentum measures the extent to which your brand is seen to be growing or declining.
Momentum is a complex KPI and is driven by your marketing activity and spend, product availability, brand image and your brand proposition and positioning.
Brand Momentum is a better indicator of growth than virtually any other consumer metric. Its role is far more important than the highly regarded Net Promoter Score (NPS) because it is a better predictor of consumer behaviour than any other brand metric.
Awareness alone is pointless if your brand doesn’t possess Brand Magnetism.
Part of the Brand Funnel, Magnetism refers to the attraction your brand has with the target market.
There are two aspects to brand Magnetism. Firstly the strength of appeal and interest in the brand. Secondly, it is about the segments and groups interested in the brand. Understanding who, and who isn’t interested in your brand are the first steps in creating a strong marketing and brand strategy.
Brand Magnetism is the holy grail for many brands as it is often associated with some of the best and most iconic brands in history.
What is Brand Fame?
Brand Fame (also known as brand leadership) is one of the key metrics that indicate whether or not your brand has a USP and is seen by consumers as a ‘Leader’, ‘Different’ or ‘Characterless’.
There are two very important aspects to Brand Fame: Uniqueness & Leadership. Brands that have neither of these attributes tend to struggle, with little to set them apart from their competitors.
A great example of this is people’s desire to own the Apple brand. The high levels of Fame (Distinctiveness and Leadership) correlate highly with Brand Love and Consumer Loyalty – which ultimately has helped drive Apple’s dominant position in the market.
The Power of Love
The concept of Love in brand relationships has been receiving immense and escalating attention. It is considered by many experts as the essential ingredient for capitalising in today’s new order.
Brand Love underpins the consumer-brand relationship. It’s not an emotional or fluffy metric but rather the holy trinity of brand metrics, combining three powerful metrics: Relevance, Need and Trust.
Evaluation of brand tracking data has taught us, time and time again, that Relevance is arguably the most important metric of all – and is highly correlated with consumer behaviour.
Net Promoter Score
The Recommended Metric
Net Promoter Score or NPS for short, was initially developed in 2003 by Bain & Co to help companies earn customer loyalty and inspire employees,
NPS is an important part of consumer research for many companies as it is a measure used to gauge customer loyalty, satisfaction, and enthusiasm for a company
Further research carried out by Nielsen has supported the metric, confirming that word of mouth is the most influential element of consumers’ purchasing decisions.
Awareness & Mindshare
The Battle for the Mind
Many marketers believe Brand Awareness is a single metric – in truth, it’s a lot more complex than that! As experts in brand awareness measurement, we’d like to explain why.
Behavioural Economics has shown the importance of Availability Bias and that winning customers’ choices means being front of mind. Brand Awareness metrics include; Prompted Brand Awareness, Brand Recognition and Brand Recall. Together we call it Mindshare.
8 Secrets to a Healthy Brand
The 8 Essential brand image metrics are:
- Brand Identity -Does your Brand identity have Clarity?
- Brand Noise – is your brand Grabbing people’s Attention?
- Newsworthy – Is your brand worth talking about?
- Outstanding – Do you offer exceptional Quality or Value?
- Variety – Is your brand flexible and have multiple uses or benefits?
- Accessible – Is your brand Readily Available and Convenient?
- On Trend – Is your brand Topical & Current?
- Ethical – Are you seen to be doing the right things?
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