Exploding the potential of people to build brand equity

Beyond Demographics: How to Connect with Consumers on a Deeper Level

July 26, 2023

XPotential - Beyond Demographics: How to Connect with Consumers on a Deeper Level

People are more than what we see and hear. We are all driven by our emotions, our values, and our beliefs. These are the things that make us who we are.

Unfortunately, many brands still try to connect with consumers on a superficial level. They focus on demographics and target people based on their age, gender, income, or location. But these demographics are meaningless. They don’t tell us anything about what people really care about.

In one of his TED talks, Simon Sinek spoke about how great leaders and brands communicate through shared values. When people feel like they share a common bond with a brand, they are more likely to be loyal to that brand. Therefore, if you want to connect with people on a deeper level, you need to go beyond their demographics. You need to understand their emotions, their values, and their beliefs.

That’s why brands like NIVEA, Coca-Cola, Apple, and Nike have such a loyal following. These brands have connected with their audiences on an emotional level. They have tapped into the things that people care about, and they have created messages that resonate with those emotions.

For example, Nike is a brand that is all about empowerment. Their marketing messages are designed to make people feel like they can achieve anything they set their minds to.

Another example is Apple. Apple is a brand that is all about simplicity and elegance. Their marketing messages are designed to make people feel like they are part of something special.

If you want to be one of those brands, you need to start thinking about emotional connection. You need to understand what drives your target audience, and you need to create messages that speak to those emotions.

So how can you create an emotional connection with your target audience? Here are a few tips:

  • Understand them. What is important to them? What are their values and beliefs? What motivates them? Once you understand their values and beliefs, you can start to communicate with them in a way that resonates with them on a deeper level.
  • Tell stories that connect with them. Stories are a powerful way to connect with people on an emotional level. When you tell stories, you are giving people a glimpse into your brand’s values and what it stands for.
  • Be authentic. People can spot a fake a mile away. If you want to create an emotional connection with your audience, you need to be authentic and genuine in your messaging.

Creating an emotional connection with your audience is not easy, but it is essential if you want to build a successful brand. By understanding peoples’ values, telling stories, and being authentic, you can create a connection that will last for years to come.

XPotential are global experts in building brands and creating brand centric strategies and activations. We embed ownership of your strategies to deliver maximum benefit quickly and sustainably, by aligning and empowering your people to create and build brand equity and value.

Our Market Intelligence and Insights programmes offer a number of ways to meet your business objectives by digging deep into your customer, competitor, consumer/shopper and developing meaningful and powerful insights and understandings.

Want to know more? We are always happy to chat. Email theteam@xpotential.co.uk to find out more and to set up a call.