1. Establishing an Emotional Connection at Brand Awareness

At the awareness stage, the focus is often on capturing attention, but for NEOs, it’s about more than just being seen—it’s about being felt. Brands that successfully create emotional resonance in the awareness phase do so by reflecting the values, aspirations, and desires of their target audience.

Express Your Brand Values Clearly: Be explicit about what your brand stands for. Whether it’s sustainability, innovation, or social justice, NEOs want to know what drives you.
Use Storytelling to Create Emotional Hooks: Narratives that highlight real stories, challenges, and triumphs resonate with NEOs. Instead of presenting statistics or benefits, tell the story behind your business or your impact.

Example: A social enterprise might share stories of artisans who create its products, highlighting not just the craftsmanship but the personal journey and community impact. This taps into emotions like empathy and pride, creating a connection based on shared values.