Emotional Branding

Let's get emotional!

Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. Emotional brands have a significant impact when the consumer experiences a strong and lasting attachment to the brand, comparable to a feeling of bonding, companionship or love. (Source: Wikipedia)

Now that we've got the definitions out of the way, it's time to get practical and make it useful for you. 

It's a well-known fact that we are emotionally powered beings and that we make our decisions based on many factors that drive our moves - like needs for survival, emotional well-being, physical well-being, social approval, economic success, and a sense of belonging. So with that in mind, we can agree that we will always, consciously or subconsciously, choose something that appears like it is, in some shape or form, of benefit to us. And that includes brands. 

A brand (a business, a product, a service, an individual) will always have a specific meaning to a specific person. The person's perception of the brand, and the type of emotional connect or disconnect one will experience with it, will be a direct reflection of the person's cultural background, socio-economic status, their perceptions and outlooks on life, the environment they are in, their upbringing, as well as a vast variety of personal belief systems. So really, the end goal of all our business efforts is the emotional resonance with our clients. 

And it's not like there is a moment in our lives when we are not tapped into our emotions; it's just an ongoing process of shifting through a variety of states.

Imagine trying to sell a product to someone who just had an argument - you are most likely in for a passionate explanation of all the possible reasons as to why you should remove yourself from the person's presence, to say it nicely. But then maybe in another scenario that same person just got a job promotion, and they feel like they are on top of the world, now, if you try to sell them something while they are in that state, it’s highly likely that the way in which they will perceive and react to your approach will be from a much more positive angle. 

We can see that just about anything and everything can influence a perception of the brand - emotional state, context, the need, emotional satisfaction, time of the day, season, weather, hunger, social circle,… (just for the record, the list can be endless). 

Now let’s look at some fun statistics: 

• 86% of emotionally engaged customers expect brands to reward their loyalty beyond standard programs (Source: Blogging Lift)

To me, this statistic explains the very basic human nature: when we love something, when we form a deep connection to it, we want it to be personal. We connect most with things that feel very human on some level. We are social beings, we thrive in communities, and human connection is one of the key ingredients for the survival of our species. And so we naturally look for a deeper sense of connection in everything possible - including brands we buy from. So, expecting something that goes beyond basic loyalty programs feels like a natural consequence in our behaviour and need for feeling seen and recognised.

• The brain processes emotional information 20% faster than rational information (Source: Blogging Lift) 

Okay, I’ll admit it, I’m a bit of a geek, and I love the brain stuff! Anyway, think of any movie you watched recently. It literally took you on a rollercoaster of emotions from the first to the last minute. It made you emotionally react to the story, the narrative, the situations; it consumed all your attention (taking it, you watched something to your liking). Due to the emotional impact it had on you, you are probably able to make a pretty good recall of what went on. Well, that’s the power of emotion; it’s all-consuming, and it ingrains experiences into our being. So when we talk about branding, if you are able to infuse the values and the essence of your vision into your tangible business steps, and if you are successful at it, people will recognise it. They will be able to make an emotional connection, and your presence will speak louder; it will be easier to recognise in the crowd.

• 82% of consumers with high emotional engagement would always buy from the brand they are loyal to, compared to only 38% of those with low emotional engagement (Source: Blogging Lift) 

Think of brands like Taylor Swift and Apple. Now think of super fans. I think you would agree with me if I say that the number one fans of the above-mentioned brands are the ones who will stand in lines for hours on end to either get into the front row or be the first to buy a new product. Taylor Swift doesn’t need ClickFunnels; at this point, it almost feels like she sells out before she even starts selling. That’s high emotional engagement. Just for the record, her Eras Tour grossed over $2 billion, which literally makes it the highest-grossing tour of all time. Imagine what happens to your own brand when you are able to function at such a strong level of engagement; the value skyrockets, and the word-of-mouth marketing will do wonders for you.

So, I hope that the above information inspired you to rethink your approach to branding. To make it more human-centred, to bring strong values to the forefront, and to establish strong emotional bonds between the brand and the customer.

When you are planning your next steps, become aware of your humanness for a moment and think about how you could genuinely make a positive impact on people via your business choices. Speak to the emotional side within all of us, and you might be surprised by how well people will respond to it. 

Till the next read!

Teja Jereb