What is the heart connection for a brand?
It’s the authenticity of the message and of the brand’s purpose that creates the heart connection.
It’s done through the brand being entertaining, authentic and relevant. That leads to connecting emotionally.
When you connect emotionally you are speaking to the heart. Not the head.
That’s the heart connection for a brand.
The more a brand can strengthen this heart connection, it will get increasing advocacy from the customer.
The two key areas in doing this are being authentic and entertaining.
In being authentic the brand has to know its purpose. Once the purpose is clear then it has to be communicated as a benefit authentically. Entertainment comes in the how the message is executed.