Emotionally attached consumers are 52% more valuable than satisfied ones for brands on a lifetime value basis. In the meantime, you can produce an overwhelming 306% high life value by your customer. People crave tangible connections with brands, as if they are dealing with real people rather than faceless businesses.
While a company that feels like they share the same values and emotions. Businesses that add up an emotional touch doing branding is a win-win spot for them as it builds trust, credibility, and loyalty. We will dive into why emotional branding is important for businesses and how you can use it successfully. Lets roll in.
What is emotional branding?
Emotional branding is the way of crafting a relationship between your brand and customer by triggering their emotions. It goes beyond the benefits of a product or service and sparks the feelings, values, and desires of a consumer.
Once your audience feels an emotional connection with your brand, then they become the real asset of your company—transforming them into advocates. Emotional branding is done through a visual design, content, and campaign to build a strong relationship that meets their needs, aspirations, and goals.
A brand can evoke emotions like happiness, gratitude, belonging, well-being, inspiration, joy, serenity, and so forth. The specific emotion that a company evokes in customers frames the decision-making through appraisals, whether they purchase it or not.
Why is emotional branding important?
1. Build a connection with the target consumer
Actually, emotional branding is key to entering your target audience’s heart. Emotional connection with customers carries weight for businesses. Your customer feels connected with the sentiment of your brand vision.
2. Nurture consumer decision-making ability
Humans make decisions subconsciously—you may think that you make decisions based on logic—but your subconscious mind drives your decision-making ability. Customer’s subconscious needs, aspirations, and dreams shape them to take action.
Through emotional connection, the customer feels like you are directly talking to them. Additionally, you create an emotionally connected customer that is way more valuable than just satisfied ones. Plus, they are more likely to have purchase intention.
When you play well, provoking emotion, it steals the limelight of your customers, and this leads to generating dollars in your bank.
3. Make your brand memorable
Studies uncovered that people may overlook the names of certain fonts or product images but can recall the feelings that the brand provoked.
Meanwhile, emotional branding creates associations between your customer and the company. They feel emotionally attached to the brand, and this results in establishing a long-lasting relationship and making your brand memorable.
4. Outshine Competitors
Because of the saturated marketplace, the competition is high in products or services. Here, the emotions can help. Emotions help business to differentiate their businesses from the rest and appeal to customers to choose products on the basis of their feelings.
Emotions also promote the company’s beliefs and values, helping companies to build a name in the industry.
When a brand connects with the audience through emotions, it shapes brand intimacy that takes them a step closer to customers and stimulates an emotional bond with a product or service.
5. Builds good reputation
Having a good reputation is the ultimate goal for a company. When a customer encounters positive emotions, the powerful is the reputation.
Customers always pay attention to how they feel while interacting with a brand. Well, If you evoke positive feelings, then your customers will remain attached to our company.
Otherwise, from negative feelings, customers steer away from your company due to bad impression. So, it’s important to use emotions in branding effectively and tap into its full potential. So, how can you practically use emotional branding successfully? Let’s come straight to the point.
Tips to effectively use emotional branding
- Know your audience and competitors: The first and foremost thing is to know what triggers your audience. Consider what motivates and excites your audience and then embrace it in your branding and marketing strategy. As a startup, research your competition, audience, and market. Finally, you will find out if the messages align with your potential customers.
- Define Your Brand Story: After you have done your research part, craft an engaging brand story that resonates with your audience’s needs and aspirations. However, your brand story must arouse the emotions that your consumers associate with them and your company.
- Consistency is key: To strengthen the emotional connection and trust, ensure to use of a consistent message, brand image, and tone over all touchpoints.
- Humanise Your Brand: In this ever-evolving robotic communication channel, you need to appear the human face of your brand to stand out. Well, you can share emotional storytelling about your company’s vision and mission and how your product or service transforms the lives of people.
- Create Experiences: Overstep from just transactions—engage with your customers and make them feel valued to build a meaningful relationship.
- Empathy: In fact, 68% of customers presume brands to show empathy, and only 37% of customers said the brands are doing this way. So, to build an emotional connection, it is important to display empathy toward your customer. Show your empathy by proactively listening to and addressing their feedback and concerns. When you display that you care about them, it creates a strong emotional connection.
Emotional branding examples
Let’s dig into the real examples of brands that effectively implement emotional branding to persuade their customers.
Rapha
Rapha is one of the best cyclist clothing brands. Rapha is not just another clothing brand, by nurturing emotional connection with consumers they set them apart from the rest. As they are more into building a global cyclist community than just selling clothes to them.
While Rapha Cycling Club pushes the limits and inspires passionate cyclists to take a ride with their community members. They build emotional connections with like-minded cycling clubs and portray that their apparel ignites the freedom to take adventurous rides.
Cadbury
One of the loving brand Cadbury has captured the hearts of consumers through its emotional branding. Cadbury positioned brand as a sign of happiness, joy, and indulgence. Meanwhile, the purple provokes a feeling of familiarity and quality. Their brand identity and emotional storytelling spark the emotional connection with consumers.
Remeber the Cadbury’s drumming gorilla campaign? In 2007, this camapign created a sense of joy and nostalgia while building a strong emotional connection with dairy milk chocolate. In fact, so many years have passed, but this ad still sticks in consumers’ heads with positive associations who watched it.
Bottom line
Now, you gain clear insights into why emotional branding is important. Your target audience has a myriad of options at their fingertips from which to choose. So, your business needs to add emotions to its branding to leave an indelible mark on customers.
Meanwhile, You already have a roadmap of how other popular effectively use emotional branding to stick in the minds of their customers, resulting in boosting sales. Unlock your business potential by adding certain emotions to your branding.
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