The Art of Self-Emotional Branding: The Secrets of Appealing to Emotions by Burc Uygurmen

Author:Burc Uygurmen [Uygurmen, Burc]
Language: eng
Format: mobi
Publisher: Burc Uygurmen
Published: 2014-01-31T14:00:00+00:00

7. Displaying Memorable Characteristics

It is inevitable that passive and weedy people appear ineffective and “greyed out” in a crowd. After a conversation, they don’t print themselves on your memory. You can’t think of any particular characteristic associated with them.

Characteristics are the inherited image that gives a person his or her personality. They are the traits associated with someone, like being sage, innovative or rebellious.

Brands also try to display certain characteristics in their communication with their clients. Like people, a brand can easily be distinguished when it starts to be associated with a certain characteristic. As the brand is categorized with similar and noticeable information in consumers’ minds, the brand will be much more permanent and easy to access.

The easiest way to place ourselves in a certain category in someone’s mind during a conversation is by expressing ourselves with certain behaviors that recall certain characteristics, such as the 12 we’ll look at in a moment. This provides a great consistency, because these characteristics directly appeal to the categories that exist in the audience’s mind by using a form of language that is already known.

Every individual has distinct characteristics. If someone’s characteristics and our similarities with her make us feel good and create value, then our relationship can be built on solid ground.

Margaret Mark and Carol Pearson have summed up these characteristics in 12 main categories

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