Call them up and listen. People love to talk. Depending on your objectives, conversations can be handled by a third party or an executive from your company.

Gather data from your Web site. Web sites offer many ways to gather data. Invite your site visitors to give you feedback, participate in on-line surveys or sign up to receive something of added value. All of these methods can gather meaningful information and insights into your customers? minds.

As humans, we all have instinctive and culture-hardened value systems. Some of our values evolve with life experiences. Some remain as permanent as dry cement during our whole life. A few common values are:

Achievement Adventure/Risk Community/Belonging Competition Control Creativity Duty Fame Fun Independence Power Status

Successful brands connect through values, not product features. Think about a brand you personally like and buy. What value does it deliver for you? That?s the ?value fix? and driving factor in your buying process. The same system works for your buyers. Some classic examples of value branding include:

Harley Davidson. The Harley brand is not about a means of transportation or sturdy shock absorbers. It?s about an attitude of full-blown freedom, unleashing the rebel inside, and living your wild side.

Victoria?s Secret. Undergarments are a basic fashion commodity. Add some value/desire and personality (adventure, recognition, self-expression, and fun) to drive your advertising and you?ve got an international brand sensation. Both men and women were drawn in with these emotional magnets.

Remember a commercial brand is an emotional relationship between the buying market and a marketed product or service?a bond of loyalty, a connection of relevance and earned trust. The better you know your customers, the more impact can be planned into your brand?and pocketbook.

About the Author

About the author Karen Post, The Branding Diva?, is an author, national speaker and consultant on branding, marketing and communication issues. For nearly 20 years she has provided branding counsel and communication programs for individuals; start-ups; local, regional and national companies; politicians; and nonprofit organizations. For more information contact Karen Post at kp@brandingdiva.com or visit her at www.brandingdiva.com.