Exactly how Brands Can Nurture and Develop Emotional Intelligence (and Why It Matters)
Emotional intelligence has long been discussed as a critical component of leadership.
The ability to regulate your own emotions — along with the emotions of others’ — has proven invaluable with an individual level.
Consider, for example, the supreme importance of working with a boss who doesn’t weep or yell every time a conference doesn’t go her way.
Alternatively, think about how important it is to have a leader who stimulates positive, effective conflict quality between teams when imbalance or miscommunication occurs.
All of these is to say: emotional intelligence matters.
But Kristin Harper, CEO of Driven to Succeed and author of The Heart of a Leader: 52 Emotional Intelligence Insights to Advance Your job, takes it one stage further, arguing that emotional intelligence can (and should) be fostered by brands , not simply individuals.
Here, let’s dive into how you can nurture and develop emotional intelligence for your brand as a whole — plus why it matters to begin with.
[Note: the italic headings are the questions we asked Harper. The subsequent text is Harper’s direct quotes.]
1 . How can brands nurture and develop emotional intelligence?
Let’s start first with the definition of psychological intelligence for individuals, which is the capability to be aware of, control, and convey one’s emotions, and to deal with interpersonal relationships judiciously and empathetically.
EI is a mixture of self-awareness, self-management, social awareness, and relationship management.
Pertaining to brands, I define EI using four pillars:
- Brand name Consciousness: Identifying the brand identity which includes its attributes, values, traditions, tone of voice, and personality in a manner that resonates with your target audience and distinguishes itself from key competitors
- Brand Administration: Providing relevant, predictable brand assets plus experiences that delight the prospective audience, address their unmet needs, and build loyalty
- Customer Intimacy: Taking a genuine curiosity about the challenges, concerns, feelings, perspectives, and unmet needs of its customers and stakeholders to build an emotional link
- Customer Engagement: Activating marketing campaigns while engaging in thoughtful, intentional, two-way dialogues with clients
Whether people or brands, the most effective way to develop emotional intelligence will be through unbiased curiosity. Spend time learning, observing, asking questions, and discussing what’s upon people’s hearts and thoughts. Doing so in a non-judgmental method will increase empathy, emotional cleverness, and naturally lead to more relevant products, services, and advertising.
2 . How do a brand learn to measure the emotional intelligence? Are there any quantitative or qualitative opportunities to measure EI in companies?
It’s not uncommon intended for mature brands to calculate brand consciousness through collateral studies.
In addition to awareness, efficiency attributes, brand imagery, and buy behavior, these quantitative studies can also measure customers’ emotions and attachment towards a brand and how it changes as time passes.
However , in a competitive market place where consumers are evolving, the pace of business will be accelerating, and there is more data than people know what to do with, it’s important for brand name teams to complement their mental ability with heart and instinct on a regular basis.
This is best performed through lively, meaningful discussions with your customers or customers. At Driven to Succeed, we offer online Community Dialogues, where all of us uncover deep insights around brand perceptions and opportunities for growth.
a few. Which brands stand out for you as examples of ones along with high emotional intelligence?
The insurance industry’s reaction to the economic challenges caused by COVID-19 is a prime sort of brands demonstrating high emotional intelligence.
From Allstate in order to Nationwide and beyond, multiple insurance brands have modified to these unprecedented times by issuing premium refunds, deferring payments, and communicating with customers with an on-time message and an empathetic tone of voice.
4. How can emotional intelligence influence a business’ bottom line? To put it differently, why does it matter just for brands to try to develop and demonstrate emotional intelligence?
Emotional intelligence results in empathy, action, and increased market share for brands.
When a brand is in-tune with their customers, they can develop and charge a premium pertaining to innovative products and services, deliver a lot more relevant advertising, and build relationships customers in a way that is distinct and preferred versus their competitors.
Ultimately, demonstrating emotional intelligence builds loyalty, improves market share and helps to generate top and bottom-line growth.
Kristin Harper is CEO of Driven to achieve success, LLC which provides market research, brand strategy consulting, and keynote speaking on leadership and emotional intelligence. She is also author of The Heart of the Leader: 52 Emotional Intelligence Insights to Advance Your Career.
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