Discovering Your Core Brand Energy
Steve Curley, Kinetic Branding
Core Brand Energy™ is the hidden and often undiscovered source of power companies have deep within their product and service offerings that creates a strong emotional connection with consumers and motivates them to buy.
Most people believe they buy from the logical, rational, objective viewpoint. However, the true reason consumers make purchases has much more to do with the intangible emotions, feelings, passions and personal desires. Core Brand Energy focuses on the psychological reasons behind why consumers make purchases, because that is how consumers really make their ultimate decisions.
Core Brand Energy is made up of several emotional elements that, when activated, trigger a compelling response in consumers, motivating them to trust in and buy from a company. Kinetic Branding has identified several emotional elements that connect consumers to companies. In most instances a brand will possess a small yet specific set of emotional elements. These elements are identified and a unique formula is generated, assigning value and order to each of the elements to define your company's Core Brand Energy.
In this presentation you will learn:
• the principles behind Core Brand Energy™
• how emotional communication is stronger than just features & benefits
• how companies have used Core Brand Energy™ to their success
• why you should incorporate these principles into your business
Steve Curley is the founder of Kinetic Branding.
His belief in the power of brand to sway decisions proved out in a college class where he ran a theoretical shoe company called biké that dominated market share with a strong brand, and got him a real good grade in the class to boot.
Steve's experience includes numerous local and national branding projects. His work has been at the strategic level including verbal branding and brand architecture as well as managing projects and client communications. He has worked with Microsoft, World Vision, InEnTec, as well as many other growing companies.
Steve was vice president of business development at Brand Navigation for 5 years and spent over ten years managing design, marketing, and naming projects for Multnomah Publishers, now owned by Random House. His experience includes multiple publishing projects that became New York Times best-sellers.