We started off talking about the launch of the Macintosh computer in 1984 where Steve Jobs introduced the computer, its software and the text-to-speech feature which said ‘Hello’ when the user launched the computer. Before this when computers were turned on, the users were just faced with lines of code that ran which was both confusing and create no connection with the user. When Macintosh launched this ‘Hello’ feature in 1984, it changed the way people looked at computers as it built a emotional connection between the computer and the user. I think creating an emotional connection is so important as down the line it creates trust with that brand and causes people to buy into them. For example with Apple, someone who owns an Iphone tends to also have another apple product such as an Ipad/ apple watch or Macbook as they know they can trust the quality of the products the company produce.
Creating a set of values is so important when we develop a brand. The values help a brand operate as they are used everyday by businesses and companies to make decisions, how people view and perceive that brand and how they can deliver to their customers. Customers must believe in your brand and know why they believe in it to create an emotional connection with it. We can create functional and emotional benefits for our customers but we cannot create the self expressive benefits but we can gear our values in a way which makes it good or bad.
Users develop emotional connections to brands that far outweigh alliance to features.
Reinforce brand perception by connecting your product’s utility with your users’ emotional reaction. An experience is anything from seeing a social media post or billboard to the customer service you receive.
Last piece to your value proposition.
The example we used for this in the lecture was coffee and cars but I created my own based on clothes shops:
Low Love, Low Respect
Low love, High Respect
High Love, High Respect
Primark
Affordability
Large production
Ethical
Good Quality
For All
Gucci
Expensive
Reputable
Luxury
Exclusivity
Higher quality
The tone of voice represents the personality and values of a brand. The words a brand chooses to use and apply to their content is so important as this is seen by many people in many different formats. For example they can choose to be funny or serious, respectful or irreverent etc. Depending what an organisation choses to use shapes the tone of voice we use.
In different circumstances different language is used and we can determine this by the linguistic register: Frozen
Refers to historic language or communication that doesn’t change such as the bible
Formal
Used in a professional manner where communication is respectful such as a business presentation
Consultative
Spoken with someone who has specialised knowledge or advice. Examples of this is a student to teacher conversation that can start quite formal and get more casual the relationship goes on.
Casual