Emotional branding is all about mind control.
Optimize user experience, design, icon, etc. via emotional branding. This will help create a loyal customer base.
Consumers have emotional reactions to all types of brands. Big and small brands alike can leverage the power of emotional branding.
Its main aim is to shape how the brand is perceived by your customers. In today’s article, learn what is emotional branding. In addition, understand the importance and emotional branding strategies to use. Also, take inspiration from the best examples of emotional branding.
In pochi punti:
What is Emotional Branding?
“It is a process of creating a relationship between a brand and its customer. It’s done by evoking the customer’s emotions. A marketer achieves this by creating appealing content. It can appeal to the customer’s aspirations, needs, ego or emotional state.”Clevertap.com
“It’s a marketing strategy that uses users’ emotions. It helps create a personal relationship between the user and the brand. Your brand can focus on single or many emotions. Common examples include sadness, joy, fear, anger, etc.”Bit.ai
This concept was created by Marc Gobé 20 years ago. He believed that connections are made on an emotional level. In relationships between people and brands.
Therefore, it plays an important role in humans’ natural desires. Ego gratification, emotional security, power, and love are all human desires. Tap into all these subconscious desires with the help of emotional marketing.
Marketers believe that it’s 50% more effective than advertisements that are non-emotional.
Therefore, it’s all about provoking the users’ emotions. Connect with them on a deeper and personal level. This helps users buy your products, and remember and notice your company.
Now that you know the definition, it’s time to understand its importance.
It’s important because:
- It helps you stand out from the crowd.
- Helps create positive and real connections with humans.
- Improves brand recognition.
- Increases customer retention and brand loyalty.
- Enhances customer lifetime value.
- Helps target ads better. Therefore, it boosts ROI.
4 Emotional Branding Strategies
These emotional branding strategies will help your brand stand out. In addition, they will help create a better emotional connection with your customers.
- Leverage the emotions via visuals. Showcase your ads by using engaging visuals. Consider the footage, icons and images. Therefore, they should highlight the main emotion or value of the ad. This will help you capture the users’ attention.
- Have tailored interactions. Personalization is important in marketing. You want to inspire emotions in every individual that interacts with your ad. Aim at making the users feel satisfied, meaningful and happy. This will ensure the customers have a positive interaction with your brand.
- Provoke engagement. Focus on engaging with your audience. Provoke emotional connections to make them feel more connected to your brand. Feature user-generated content such as photos or comments. In addition, you can also feature customer testimonials. This helps create long-lasting connections with your users. Display customer experience often. It makes them feel connected with you. In addition, it makes the customer feel important and special.
- Create consistency for users. Make your users feel comfortable. Therefore, create creative and visual consistency. For instance, have a single colour palette for your website and social media channels. Stick with these colours for all the visuals you create.
Apply these strategies in all the departments of your company. Doing so will ensure that you build a loyal customer base.
Your customers will see the value of your business and the products you offer. It also helps employees as they want to work for organisations that have good values.
The better the strategies, the more will be your ROI.
Therefore, stay updated with industry trends and add puns in your ads. In addition, focus on being relevant.
Benefits of Emotional Branding
You provoke a wide variety of feelings and emotions in your users. They motivate them to take the desired action. But how does that benefit your brand? Let’s take a closer look:
- Creates deeper connections. We’re all emotional beings. The same reflects in our everyday lives and the decisions that we make. By provoking emotions from your users, you influence their daily decisions. In addition, you create personal and real connections with them. For instance, you run an insurance company. Create ads that evoke compassion and love. This will encourage users to buy life insurance for their loved ones.
- Helps Stand Out From The Crowd. Most companies focus on improving their products and pricing. Sure, that’s important. But, not as much as adding a human touch. Emotional branding helps you humanize your approach by including people in your campaigns. In addition, you can address social issues.
- Creates brand loyalty. Emotions have a long-lasting impact on your users. Especially if their values and ideas match your brand’s. It creates a sense of family. This connection establishes trust. Therefore, users that connect with your brand. Because your values will stick around longer. For instance, Starbucks launched a “Meet at Starbucks” campaign in collaboration with Match. It helped create emotional connections between people and therefore, was a big hit.
- Improves brand recognition. When customers associate with your brand, they’re able to recall and remember it. This improves your brand recognition. More and more people get to know about your brand and your values. For instance, Nike’s slogan “Just Do It” motivates sportsmen to believe in themselves. Therefore, it’s now a leading sports brand.
Top 5 Examples
Take inspiration from the top 5 examples of emotional branding.
- #LikeAGirl (Always:)
It was a super hit campaign that won the Grand Clio award, an Emmy and a Cannes Grand Prix award. It made women feel confident and empowered. Here, women felt a strong connection that led to the success of this campaign.
- Pet Parents (Petcube)
Their interactive pet cameras bought a lot of joy by being able to engage with them wherever they were. Their campaign focused on “pet parents” who were happy as they play with their pets. This helped create a strong emotional connection with people who have pets. Therefore, they wanted to be able to experience the same joy and laughter.
- Year In Search (Google)
It sums up the most searched queries throughout the year. It aims to create a sense of community on the basis of the searches. Google wanted to build its customers’ emotional connection with its brand. Therefore, it highlights the most important moments that bring the entire world together.
- Public Lands (Patagonia)
Their campaign evokes a sense of responsibility. In addition, customers can see the company’s values and commitment to the environment. Their fight to tear down dams and preserve open spaces has created a loyal customer base.
- Meditation Made Easy (Calm)
You can identify the emotion they’re targeted. The app educates users through gentle stretches and guided meditation. This helps them sleep better and stay relaxed. They use soft fonts. In addition, they use soothing gradients. This helps create a better experience for their users.
Tips and Best Practices
Emotional branding is an excellent way to establish connections with consumers. However, it’s important to keep in mind these tips and best practices.
- Use visuals. 50% of the human brain is visual processing power. This means that you should create a visual identity. Optimize your fonts, logo, colours, etc. to create a positive emotional experience.
- Personalize customer interactions. Your interactions should make your user feel important and unique. In addition, they should feel happy and satisfied. Therefore, use personalized marketing techniques to achieve the same.
- Encourage engagement. Engage with your users and encourage them to do the same. Connect with them to get more emotional reactions. Therefore, encourage users by connecting with influencers. Share user-generated content and reply to comments to make lasting connections.
- Respond to complaints. Timing is important when it comes to resolving customer complaints. For instance, Jonson and Johnson immediately pulled all the inventory from their shelves. To protect their customers when they had a case of Tylenol tampering.
- Make Your Users Feel Comfortable. It should be your focus before launching any campaign. Therefore, they should feel a connection with your brand.
Emotional branding is a surefire way to connect with your customers. Attract, connect and engage with your audience using the strategies mentioned above.
Understand what drives users. This helps identify the best ways to create campaigns that resonate with them.
Therefore, leverage visuals to boost brand reputation. In addition, boost user retention and improve customer lifetime value.
Therefore, to summarize, emotional brands work when they’re genuine.
Users can spot the difference between real and fake in an instant. Therefore, emotional branding must be absolute. In addition, all the areas of your brand should be genuine.
Therefore, the trick is to keep it real when trying to make emotional connections.
Are you looking for assistance when it comes to emotional branding?
MailsenPai is here to help. We can help your brand appeal to your audience on a deeper, personal level.
Do you think emotional branding still works? Which appeals do you use for your products? Tell us in the comments section below!