Brands that embody a certain lifestyle or are associated with personal memories have a place in our lives that should not be underestimated. Almost all of us have one brand or another that triggers genuine, deep emotions - that feels a bit like coming home, that has become a part of ourselves.

As a "fan", we are not alone, but automatically part of the brand world and the associated community. The brand thus creates a connection - not only to the product itself, but also to like-minded people.

Belonging is a deeply primal need. That's why we wear the brands we identify with with pride - whether offensively as a logo on a T-shirt, in the form of attributes that act as a recognition code (the red sole of the shoe, the button in the ear, ...), or simply by happily sharing social media posts. With what we wear, what we eat and drink, which car we drive, where we go on vacation, ... we show which value system we represent - who we are.

Player needs opponent

Who am I: Pepsi or CocaCola? Austria or Rapid? Apple or Android? If there is only one product that meets our own quality standards, we have no choice. But as soon as there is an alternative that basically offers something comparable, emotions kick in as a basis for decision-making. It is primarily unconscious processes that take the lead in purchasing decisions. The more tangible and unambiguous brands are, the more clearly they differentiate themselves from their competitors, the more room they offer for identification.

When we buy a product, we enter a brand world. We decide to belong to this world and thus become protagonists and ambassadors of this brand.

Strong brands are like living personalities with character, quirks and stories that have an emotional impact. They can accompany you throughout your life, providing orientation and support. The intensity of this connection is in no way inferior to a relationship with a person. Anyone who doubts the power of these emotions should please visit a Harley Davidson meeting and explain the advantages of a Kawasaki to the people there.

What do these brands have that I don't?

In short, nothing. At least nothing that you can't force, because this dynamic doesn't only work for the really big players. Whether you run a multinational corporation or a "snack on the corner", you can make equal use of emotions in brand management.

1. TOP PERFORMANCE: An outstanding product with reliable quality. To stick with Harley - motorcycles, of course. But there's much more under the tip of the iceberg: the "wild & free" feeling comes with it. And that brings us to the

2. VALUES: The value proposition must be so clear that you can either identify with it or distance yourself from it. Unambiguous values and a tangible brand world ensure that buying from the competition would be tantamount to betraying oneself.

3. PASSION: "What you want to ignite must burn within you." If you don't push ahead with waving flags yourself, where will the passion come from on the customer side?

4. INNOVATION POWER: Followers lose out, stay free in your thinking and courageous in your actions!

5. DESIGN: A characteristic and at the same time authentic appearance enables differentiation. It gives the brand a face and enables customers to visibly convey the values it embodies to the outside world.

Branding guided by emotions and values aims to anchor a brand in people's lives and create a lasting bond. As in interpersonal relationships, this cannot be bought with money, but is based on loyalty, truthfulness and ... genuine love!

The emotional power of your brand is measurable: myBRAND shows in detail how strong you are in the individual areas and where there is still potential. Determine the status quo now as the basis and prelude to value-oriented brand management.