Why your business brand needs emotion

Name: Why your business brand needs emotion
Uploaded: 2023-10-03T12:53:45.583Z
Description: Building an emotional connection with the audience has long been the aim for consumer brands, but emotions are increasingly seen as important in the B2B realm too. Russell Holmes, Creative Strategy Director at Nalla, gives his thoughts on why business brands should focus on consumer benefits over product features, building trust, and creating emotional connections.

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Technology AI & ML Audience Behaviour

Russell HolmesCreative Strategy Director at Nalla

Russell is an experienced brand strategist who has been instrumental in creating globally successful brands in sectors as varied as Health & Beauty, Aviation, Education and Professional Services. Underpinning his approach is a deep understanding of the power of creativity within a commercial context. He is Creative Strategy Director at Nalla Design, a multi award-winning brand agency delivering brand strategy, visual and verbal identity, digital design and brand activation.

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Description

Building an emotional connection with the audience has long been the aim for consumer brands, but emotions are increasingly seen as important in the B2B realm too.

Russell Holmes, Creative Strategy Director at Nalla, gives his thoughts on why business brands should focus on consumer benefits over product features, building trust, and creating emotional connections.

Table Of Contents

Why emotion is essential in B2B

Holmes explores how digital has significantly impacted our interaction with brands, as we are now more deeply engaged and connected with them on a daily basis.

The role of emotion

According to Holmes, a brand's strength lies in its capacity to establish emotional connections with its audience. Emotion plays a crucial role in customer decision-making

Pitfalls and benefits

Holmes explores how brands market themselves, highlighting the importance of focusing on what genuinely benefits consumers and enhances their lives, rather than solely benefiting businesses.

The future for 'business' and 'consumer' brand

Find out how in the future business and consumer brands will feel very similar as our work and personal lives become less distinct.

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