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Dennis Thorgesen
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Building a brand; Emotion and Logic

Published on 2/11/2014
For additional information  Click Here

Building a brand; Emotion and logic

When building your brand you want to create logical buyers. You will find most people say they buy based on logic. So where does emotion fit in the buying process? 


It amazes me when I go to the store with other people. Most do not purchase based on price. A logical choice would be to buy the lowest priced item that suits their needs. Why do people pay for a higher priced item when there are less expensive choices? 


Emotion is about how a product makes a person feel. Feelings are used in advertising as a way to promote products. They are also passed from generation to generation. What this is about; is making the person feel they are going to purchase the best product to suit their need. 

Logical choices

When you make a person feel, your product becomes a logical choice. It is no longer about price. If however your price is too high the emotion changes to negative. It has become about how you make a buyer feel. 

Other emotional pulls

Does the buyer know you are going to be there after the sale? Customer service is something people often pay a premium to receive. How do you know what a buyer feels? 

Follow up

If your goal is to have repeat customers, which it should be, follow up is necessary. There are several benefits to follow up. The next three paragraphs cover them. 


You will find out quickly if a customer has the right feeling about your product. If for some reason they don’t, this is the best time to make it right. 

Brand advocates

People who start as unhappy customers often make the best brand advocates. This is only if you change the feeling they had that made them unhappy. That you care enough to help them return to the original emotion makes them loyal.


Happy customers will often give referrals. In many cases, they will share links to your social media with people they know. This can’t happen if they don’t have the links or if you don’t show them you care. 

Social media

This is used as a gauge of how your customers feel. Their use can also give information which will help develop new products. If you have brand advocates they will most likely help with reputation management.  


People appreciate the buying experience more when they know they are dealing with a company who cares. Is your business about helping you? The focus should be on the potential customer.  When is the last time you showed a visitor who might become a buyer you care? 

Value/price equation

Do you know what your potential customer values? If your customer is buying a higher priced item from a competitor, is this because they provide value you don’t?  If your price is the lowest, how can you add value, to pull buyers to you? 


As a brand, you make a promise. Delivering on this promise is what defines your company. The companies, who are building a reputation for delivering on their promises, are the ones that are growing. Their emotional appeal makes them logical choices.
© February 11, 2014 3:00 PM CST Dennis Thorgesen; Lisech Global Ventures Inc. eMarketing and consulting services All rights reserved.
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