Wellness connotes power—a desirable characteristic in a self-brand. It’s considered holistic, incorporating the physical, intellectual, emotional, and social, so the self-brand which leads with wellness comes across as integrated. At the same time, because of the multifaceted nature of wellness, there are ample opportunities to project a distinctive self-brand.
The concept of wellness can become associated with effort and sacrifice: Exercising vigorously to maintain muscle strength. Limiting what we eat in order to avoid disease. But the studies showed how consumers also incorporate indulgences both to achieve wellness—getting enough sleep was mentioned in every one of the focus groups—and as evidence of wellness—being pampered at a spa, for instance.
Those who market to those wanting to market their self-brand should emphasize how they contribute to wellness, the researchers suggest. Those who call themselves healthcare professionals might choose to continue doing so, but they’d benefit from at least labeling their services as wellness: “Healthcare” is reactive and often negative. “Wellness” is proactive and positive.
But ironically, optimal service to the consumer aiming for an individualized brand consists of banding together, and maybe even bonding together, with them. The researchers found that people who lead with wellness in their self-brand will talk of getting a better understanding of themselves and of the success of their self-branding through interactions with others. From another angle, the integrated well self includes the social component.
Since such business or professional relationships might take on the characteristics of friendships, be sure to clarify expectations. Selling one’s personal brand exposes one’s vulnerabilities. When the same service failure by someone the consumer considers a salesperson is instead due to someone considered a friend, the feelings of betrayal can be much greater. Betrayal is felt when trust is violated.
The dominant motives of most dissatisfied customers are to restore a sense of fairness and vent negative emotions. But researchers at University of Bern and University of Texas-Austin found that a customer who feels betrayed by a marketer will frequently devote substantial efforts to harming the marketer’s reputation. A potent preventative and cure was clarity about what the customer should expect from the retailer.
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