053 - Brian Roemmele - The Key to Successful Branding - Voice and Beyond - Pt. 2

Beetle Moment Marketing Podcast

The customer is on their own hero's journey. Brian Roemmele explains what brands need to do to build longterm successful customer relationships. Every brand has an emotional connection to the people who use their products. But some covet it better than others. Brian and I discussed brand narratives and personas, touching on archetypes and Carl Jung, and even the neurochemistry of purchases and loyalty. My favorite part of the conversation is when Brian explained why the female voice is hardcoded to be perceived as authoritative.

Brian’s theory:

All products, companies, and brands are a relationship with their consumer. They have defining points as any human relationship does

Show notes: beetlemoment.com/podcast episode 53

TIMESTAMPS:

02:00 How do we build a relationship in which our customer is the hero? (e.g. Storybrand framework)

02:53 All products, companies, and brands are a relationship with their consumer.

03:20 Every purchase is an emotional purchase - neuropeptides

04:00 Every brand has an emotional connection to the people who use their products. Some covet it better than others. This means a narrative is being spun overtly or covertly all the time. See Apple.

07:15 Neuropeptide release of a transaction or purchase - pleasure in the body, your cells will remember this

08:15 Archetypes, introduced by Swiss psychiatrist Carl Jung, are models of people, behaviors, or personalities. Jung suggested that archetypes are inborn tendencies that influence behavior.

08:30 Voice has the opportunity unlike any other one (including film) to create a rich deep emotional lifelong connection with the customer.

09:00 The human agenda is connection

09:55 A voice comes from a person - it’s not a thing - it has a persona

10:25 We instantly categorize anything we hear or see anthropomorphically because of flee or flight mechanism

11:05 Your brand has a voice: who is it? Fashion brand example from Brian’s work

12:05 You need to assign a Jungian or Myers Briggs archetype to your brand

12:30 Your customer is on their own hero’s journey

14:15 The voice of authority is and always will be a female.

16:10 Anthropologically and culturally, the wise woman (hence the archetype) was always the leader of the tribe until western culture labeled them witches

20:15 If a brand keeps us too reptilian we are probably not going to be longterm fans

20:20 It’s not the brand we connect to, it’s the story and its role in our own narrative (e.g. Thomas the Tank Engine)

21:15 Brand expression is to attract members of a desired tribe

22:20 When we build voice brands

Connect with Brian Roemmele:

Twitter | LinkedIn

Connect with Emily Binder:

emilybinder.com | Twitter | LinkedIn

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