How To Monitor Your Brand Presence By Tracking Emotions
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Organizational psychology unlocks the key to discovering how to improve your brand presence in the market and helps a company know how their customers are feeling. Many employers wish that they could read their customers’ minds.
You will not be able to do so until the market’s demographics, general thinking patterns, and political tastes are properly understood. Figuring out the emotional characteristics that are natural and environmental in a particular region can help you cater your brand to the people in that specific area.
Myers-Briggs Brand Psychographics
A clever marketer understands that people are not blank slates. This idea, while common, leads to the fallacious notion that selling one product or service to every person will get the same reaction from every person. It is very true that there are defined groups of people who have similar tastes, ideals, customs, and personalities. Some tend to predominate, leading to the mistaken notion that their group is the only one in their region.
Depending on where your company is located, you will have to adapt to the different dominant brain code in the area. North America is dominated by extroverted low context (practical people). This category wants accurate and popular marketing presentations that make them feel richer and safer. They love tradition and hate ambiguity.
A marketer can cater to them by looking at the brain characteristics of ESTJ, ESFJ, and ENTP. A marketer in the United States and Australia will not get far selling ambiguous imperfect highly spiritual religious things. Why? The dominant psychographic culture of the United States violently opposes that sort of thing.
By contrast, a marketer in the Middle East will be looking at a psychographic climate that is somewhat different than North America. Dominant brain types there include ENTP, ESFP, and ESTP. While still outgoing brains, these types of people will want far more risk, danger, and cheap prices than their North American counterparts. Playing to their emotional states requires that the products be more earthy and outdoorsy than North American psychographic groups prefer.
Latin America, though with a different majority language, will have similar general marketing tastes as the Middle East. The people in Latin America like more adventure and risk than their North American counterparts. The same goes for Africa.
A marketer in Europe and East Asia would be looking at people who are more quietly contemplative and community oriented than North American psychographic groups. Examples of Myers-Briggs personality codes that match these people include ISFJ, INTP, and ISTP. Marketing presentations should be family and mechanically oriented. Being very bold and expressive will not do as well in East Asia as it will in North America.
Understand Cultural Communication Differences
People communicate differently based on the language they have and the culture they were raised in. Western culture favors very direct and honest communication, which sociologists refer to as low context. Asian and some other cultures favor a less clear and socially aware abstract communication climate.
This is known in sociology as high context. If you are giving a very honest and direct marketing presentation to Japanese business executives, it will probably fall flat. Building trust and a long-term relationship with them will help the marketer work better with the high context Japanese culture.
Apply Social Media Liberally
Use social media tools to help people understand your goal better. A lot of people these days from every group use some form of social media to keep track of what is going on in their communities. If you ignore the social media environment, you are probably missing a good portion of your potential market, especially in the younger generation. Helping people learn about your products requires contacting them in a way that is helpful to them.
The surprise election of Barack Obama and Donald J. Trump to the U.S. Presidency can be largely attributed to both using social media campaigns to turn out the vote in demographics that naturally supported their ideals. Use social media to run surveys about your products. Do not suppress negative information. Companies that do are missing valuable feedback that can help them improve their marketing ideas.
Emotional states are largely determined by how people view information. Different people can look at the same brand differently. Not every person buys Apple. Not every person buys Microsoft. If you want to be the company that gets a market that both Apple and Microsoft are missing, you have to understand what the other side is doing better than you.
Many companies are only focusing on one sort of culture or psychographic brain code, and they are missing out by doing so. The majority of the market is outside of your comfort zone. Getting out of your comfort zone is the secret to higher profits.
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