Learn more about using emotion to build your brand and how Avery WePrint can help small businesses achieve their branding goals. This presentation was shown at the Mumpreneur Conference & Awards 2015.

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Using emotion to build your
brand
Karen Fewell
on behalf of @UKAvery #AveryWePrint

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Your Thoughts
I am proud to be a small,
independent business and want
to tell the world
I pride myself on the
personalised service my business
offers clients and customers
The best thing about being a
Mumpreneur is the freedom and
flexibility to fit work in around
my other life commitments
1.
2.
3.

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A recent study of 2,000 UK adults, commissioned by us here at Avery
WePrint
National Research Study
Over 80% of Brits reported
feelings of happiness or
contentment when they
purchased from a small
business.
This figure dropped to just
53% feeling this way after
purchasing from a large
company.
60% told us the number 1
benefit of buying from a small
business is the personalised
service
Over 80%

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A quarter of Brits said:
Choosing to buy from a small
business actually made them
feel good about themselves
How do customers feel when they buy from a small business?

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1. Haircut
2. Restaurant meal
3. Fresh produce e.g. fruit & vegetables
4. Takeaway tea & coffee
5. Greeting cards, gifts and presents
6. Car repairs and services
7. Books, newspapers and magazines
8. Snacks and food to go
9. Jewellery
10. Artwork
Top ten products & services Brits want from small businesses

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Emotions & Marketing
Primal
Emotional
Rational
Decisions

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Emotions & Marketing
An average person makes more than
200 decisions about food every day,
many of which are made
unconsciously.

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Emotional Branding
“A brand is the set of expectations,
memories, stories and relationships that,
taken together, account for a consumer’s
decision to choose one product or service
over another.”
Seth Godin

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Emotions
Emotions are the driving
force of many of our
behaviours
Your brain
detects
threat or
reward

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Emotions
Threat
Adrenaline
Cortisol

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Emotions
Dopamine
Oxytocin
Serotonin
These chemicals make us feel good and motivate
us to continue on the task or behaviour

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Emotions & Marketing
"There is no 'Buy' button in the brain.
There is a 'Story' button.”
@pauljzak @uweg

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Your Brand Story

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Trust in Marketing
Brits were more likely to put their trust in a small business owner than the
CEO of a large company.
A third of people felt that small business owners were trustworthy, but just
5% of Brits felt that the CEO of a big business could be trusted.
When asked how they'd describe a small business owner, the number one
response was "hard working", cited by almost 75% of people
Almost a third of Brits stated they had to trust someone before doing
business with them

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My own Avery WePrint order

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Customer Designs

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Customer Designs

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Examples

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Avery WePrint – Personalise everything

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Avery WePrint – Order and design when it suits you

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Avery WePrint – Large and small orders are welcome

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Avery WePrint – Build your emotional brand

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You deserve a reward

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Competition - #AveryWePrint

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Good Luck