By incorporating emotional intelligent into our brand, it is hoped that consumers’ perceived values of our brand can be enhanced. Emotional intelligence is an intangible component of an individual and we could use it to tune our brand with social and personal nuances of our customers. This allows us to drive decisions and actions to deliver more positive results. This should be considered as a significant part of professional and personal success for people at different levels in the business. Unlike IQ, it is actually possible to improve our Emotional Quotient (EQ). It can be improved, developed and learned over time.
When we are discussing emotional intelligence from business point of view, we are talking about collective emotions of our target market. How we incorporate emotional intelligence into our brand could affect our customers and this could impact their perceptions or emotions. Our customers are human beings and they need to perceive information constantly. An ordinary consumer needs to take in so many bits of information through all available sense, such as intuition, smell, touch, taste, sound and sight.
They will process all relevant information to for judgments and opinions. Eventually, this should help them to make decisions according to specific data. We should be fully conscious of our brand, so consumers could also easily perceive our brand. In this case, we could be able to consistently create memorable experiences positively.
There are distinct dimensions of emotional intelligence and this should cover how organizations should manage and recognize behaviours. We should also be aware of internal brand emotional awareness that can determine how consumers transform their perception of our products into the actual buying decision. Our organization should have the ability to assess and recognize behaviours and emotions of customers. They need to understand what actually drives customer perception.
It is generally essential to know what customers are feeling and thinking. This should help sellers to anticipate their desires and wants. By investigating what drives customers’ judgments and opinions about our brand, we could incorporate emotional intelligence into our brand. Successful companies can quickly adapt to changes in customer perceptions. They know how to stay on top by creating memorable and positive customer experiences.
Emotional intelligence should help us to stay congruent with our brand promise to create better perceived value and brand equity. If companies are not able to achieve these things, then they likely miss common opportunities needed to build emotional intelligence.
Overall, brands infused with proper emotional intelligence concept are compatible with what sellers are seeking. Sellers want customers to feel specific ways emotionally and this should eventually lead to the actual buying decision. Obviously, this isn’t enough. It is also essential for customers to experience loyalty and they could continue buying additional products.
In fact, good brands should be emotionally infectious and general public could at least feel subtle emotions desired by the brand owner, each they see a glimpse of the brand in the sea of brands and logos in the highly competitive marketplace.