Recent research published in the Journal of Consumer Psychology identifies three factors which help in the building of a strong emotional attachment to brands: enticement, enablement and enrichment.
Enticement or the self-enticement factor has to do with the aesthetic appeal of a product - be it the product design, the package design, the color, the brand logo etc. The appearance of the product is very important to the young consumers, research has found, but not so important in comparison with the self-enriching factor to the older consumers.
Enablement or the self-enabling benefits of the product has to do with the ability of the product to solve customer's problems, thus boosting self-efficacy and self-confidence. When a product is self-enabling the consumers feel proud of themselves because they can deal with daily problems without difficulty and feel secure. Together with the self-enriching factor it creates self-pride so important in building a strong attachment to a brand.
Enrichment or the self-enriching benefits of a product has to do with customer's beliefs and values. Self-enriching messages of a brand, for example that of Nike's "Just Do It", makes consumers feel good about themselves because they relate themselves to its moral values and philosophies. The researchers found this factor as being the stronger predictor of whether there will be a small attachment of a larger aversion to a brand. The older consumers were motivated by the self-enriching qualities of brands versus the self-enticing ones.
These factors - enticement, enablement and enrichment - are critical for all brands and their interplay determines our emotional distance to the brand: whether we are attached or have an aversion to it or if we are indifferent or have conflicting feelings about a brand.
Aversion to a brand, in opposition to the attachment, is based on the three reasons: the brand doesn't appeal aesthetically or it doesn't help solving a daily problem or is contrary to personal beliefs.
Now, in order to reduce the emotional distance between the customers and the brand, the brand manager has to examine how the consumers relate to the brand's offering. Great brands simultaneously offer sensory pleasure and self-pride.
Now quickly, let's take a look at the importance of the logo design in the advancement of a brand.
The logo, as said before, among other product cues like product design, package design, color etc is part of the self-enticing factor. The first impression is created by it. It stands in the first lines of the battle for shaping the attitude toward the brand.
The making of the logo becomes a very tricky business, doesn't it? It has to be made to be appealing to the group for which the product is made. If the older consumers are targeted there should be something in it that will give a hint to the self-enriching benefits of the product. If the larger group targeted are the younger, it definitely should look cool.
Logo credit: Love Yarn by Almosh82