Audi is known for producing sleek, high-performance cars that appeal to drivers who value luxury and performance.
But what really sets Audi apart is its focus on emotional branding, which has helped the brand establish a strong customer connection that goes beyond the features and benefits of its vehicles.
Here are three key strategies that Audi uses to create emotional connections with its customers, and how you can leverage these secrets as well:
Consistent Brand Messaging:
Audi has developed a consistent brand messaging that is instantly recognizable and evokes a feeling of sophistication and luxury. From its iconic logo to its sleek, minimalist designs, every aspect of the Audi brand reinforces its image as a high-end, luxury car maker.
Ensuring your dealership uses consistent language, messaging and visual cues, allows customers to easily remember you online or in-person.
Storytelling:
Audi has also been successful in creating emotional connections with its customers through storytelling.
The brand has produced a series of memorable TV ads that tell engaging stories about the thrill of driving an Audi, and the sense of empowerment that comes with owning one. These ads tap into customers' emotions and create a lasting impression that goes beyond the specific features and benefits of the car.
Sharing your story is paramount to creating an emotional charged connection with your buyers. It's what magnetizes them to your store, and keeps them coming back.
Customer Engagement:
Finally, Audi has developed a strong focus on customer engagement that helps create a sense of community and belonging among its customers.
The brand sponsors events like Audi driving experience days, which give customers the chance to experience the thrill of driving an Audi in a controlled environment.
By engaging with customers in this way, Audi creates a sense of loyalty and belonging that goes beyond the transactional nature of buying a car.
How can you implement this into your strategy?
A client of ours does an annual "Drive 4 UR Community" event with Ford Canada (When running). This allows the community to raise money for charity, and gets them behind the wheel of their new inventory for test drives.
Key Takeaway:
By focusing on emotional branding, Audi has been able to create a strong customer connection that goes beyond the functional features and benefits of its vehicles.
By developing a consistent brand messaging, telling engaging stories, and engaging with customers in meaningful ways, Audi has created a brand that customers can truly connect with on an emotional level.
This lesson serves as a reminder that emotional branding can be a powerful tool in developing a lasting customer connection, and that it's worth investing in strategies that go beyond the functional aspects of your product or service.
Challenge your team to limit the number of posts that talk about interest rates, huge selection of inventory, or deals. We must earn the customers engagement/trust with emotion, then and only then, will they buy.
P.S. - Here's a blog about how to stand out online. Leveraging these tools will help you dominate the competition, and build a loyal following of buyers.
