Understanding the Emotional Impact of Your Brand on its Customers

Today’s successful brands almost always deliver customer benefits that are more than just functional. To gain insight into your brand’s values and its emotional, experiential and self-expressive benefits as perceived by its customers, have its customers complete these sentences:

• “Buying or using this brand makes me feel more […]”
• “Buying or using this brand makes me feel more connected to […]”
• “Buying or using this brand reinforces that I am […]”
• “I am […] for having bought or used this brand”
• “Buying or using this brand makes me feel more a part of the […] community”
• “This brand is mostly for people who […]”
• “The brand believes in […]”
• “The brand values […]”
• “This brand really cares about […]”
• “This brand stands for […]”
• “I admire this brand because […]”
• “This brand is bigger than its products or services. It is all about […]”