I am very pleased that Kevin Perlmutter agreed to opine on this blog with his human emotion-oriented POV on a favorite topic of mine, branding. He possesses a wealth of experience in corporate settings and last year launched his own branding business. I respect his unique take on this fascinating topic, and our conversation opened me up to ideas I was not aware. I am always appreciative when learning from others, and I thank Kevin for taking the lectern today.
We’re all emotional beings. Whether you realize it or not, up to 95% of decisions happen in the subconscious part of our brains – the Limbic System, that guides emotion, motivation, behavior and memory. Our emotions play a large role in our preferences, decisions and behaviors.
My career is all about helping brands evolve. I help them be uniquely desirable, create stronger connections with the people they want to reach, and earn long-term customer loyalty. Research proves that emotion is the largest driver of brand loyalty. All other things considered, how a brand makes someone feel has the most significant influence on their future behavior toward that brand.
If you apply this insight to personal branding, job seeking and entrepreneurship, it means that how you, personally, make someone feel will have significant impact on their desire to have you in their world, or not.
I recently gave my daughter guidance on her college application essays. These essays help the admissions team get to know candidates better, to feel their personality, to understand how they think, how they approach life and what they value. These essays can make or break a college application. Here’s why… each college admissions person reviews hundreds of applications of similarly qualified candidates. They then meet with the other admissions people who have also read hundreds of applications. Each admissions person pitches the committee on which candidates should be accepted. In those moments, they pitch the ones who stood out in the crowd, the ones who made them feel something, emotionally.
Think about how this applies to job seeking. Many candidates will have similar backgrounds and skills. When applying and interviewing, the goal is to be remembered, in a positive way. What is it about you, your resume, your LinkedIn profile, your interviews, that will help you stand out in a crowd? Instead of focusing on what you’ve done, be sure to emphasize what you’ll do for them. Be sure they feel your energy, your passion and how motivated you are to bring your unique skills and qualities to their organization. Your job, when job seeking, is to be sure that when they sit around a table to discuss the candidates, they feel emotionally compelled to pitch for you.
It’s similar for entrepreneurs, especially those of us in professional services – lawyers, accountants, financial advisors, business consultants and others. Many of us are offering the same or very similar services to that of our competitors. What separates us from the others is often rooted in the way we make people feel – from the first interaction and throughout the relationship. Do we have a unique approach that inspires confidence? Do we truly listen and authentically care about our clients? Do we understand and overtly address their needs, frustrations and desires?
Standing out from the crowd is all about creating and sustaining a unique impression – one that catch peoples’ attention and has positive emotional impact. For those looking to stand apart, think about how you want people to feel and be thoughtful in how you interact with them. Creating positive emotions will go a long way.
Kevin Perlmutter, Chief Strategist & Founder, Limbic Brand Evolution
Kevin is a brand strategist and leadership advisor. As Chief Strategist & Founder of Limbic Brand Evolution, he helps brands create desire with a distinct focus on emotion. By bringing behavioral science approaches and insights into the work, he understands what makes people tick, and identifies their unmet needs and emotional motivations. Limbic helps companies focus brand strategy, strengthen customer relationships, evolve business plans, offerings, communications and customer experience – all through the lens of emotion and motivation to improve brand engagement and customer loyalty.