When we embark on brand health research, our client partners often come in with a one-dimensional “product feature” mindset. They want to know how their brand stacks up to competitors, or what features are the most important.
While these are certainly important areas to explore, they don’t tell the whole story. Over 20 years of doing consumer research, I’ve realized that the key to a strong brand lies every bit as much in its emotional and experiential equity – or what that brand stands for and means to people.
Fundamentally, quantifying emotions has its challenges. But as an industry, we do our clients a disservice if we fail to examine a brand in its totality. We must understand what a brand does for people, what the brand means to them, and how relevant it is in their life. This is critical because emotional equity is a strong predictor of future behavior, including the ability to rebound from negative situations, increasing talkability and buzz, and ultimately usage.
Why would people spend $1000 on a phone or buy a car that does the same thing as a less expensive model? Those decisions make sense only when seen through the lens of the brand relationship – this product or service means something to me.
By getting to the heart of human connection with brands, we can provide clear, actionable insights that round out the complete picture of what makes a brand matter. In a time of relative parity in terms of what a brand can functionally do, this can be the differentiating factor in a brand’s success.
At THREE, we’re continually evolving and building on cutting edge techniques that capture emotional equity by avoiding scales, using personification and implicit description and moving people away from over-thinking their responses. To learn more about how THREE can help you understand your brand’s emotional equity, please contact us.