Emotional branding – what is it?

Emotions and feelings are very important in today’s marketing. PR and marketing agencies know this very well, so they use emotional branding.

From this article you will learn:

• What is emotional branding?
• How does emotional branding influence consumers?
• Which emotions are important in emotional branding?
• In which areas will emotional branding work?
• How to apply emotional branding?
• What are examples of emotional branding?

Emotional branding – definition

Emotional branding is a strategy that focuses on building relationships and bonds with audiences. This is done by using emotions, conveyed through persuasive messages. Of course, emotional branding can be seen in many elements of a brand, including:

• the name,
• visual identity,
• advertising,
• the archetype,
• the tone and manner of communication.

Emotional branding is a strategy that is based on building strong emotional bonds between a brand and its audience.

Definition of emotional branding

Emotional branding is a long-term process. Its effects are not immediately visible, but they are worth the wait. Choosing such a strategy involves a lot of work, including planning, analysing or optimising existing and future activities. Recent statistics, presented by Netimperative magazine, show that 82% of consumers buy from brands with which they have a unique emotional connection^[1].

Emotional branding and consumers

23% of sales spikes are generated by adverts that evoke an above-average emotional response, according to Nielsen research^[2]. However, this is not all that emotional branding offers you. By pursuing an emotional connection with your audience, you show that your brand knows and understands their needs. Customers feel valued and want to return the favour for paying attention to them, and consumer loyalty increases as a result. Personalised marketing activities, and this includes tailored advertising, will ensure that you gain a loyal following of buyers. This takes time, effort and nurturing of relationships, but translates into profit.

Important emotions in emotional branding

Emotions play a key role in the buying decision process. Emotional branding aims to build a strong connection between the brand and customers, using mental shortcuts, associations and brand identity. However, this would not be possible without certain emotions, specifically:

• joy,
• surprise,
• worry,
• fear,
• shame,
• anger.

Often, PR agencies create heroes or role model characters that customers can identify with, which fosters strong emotional bonds with the brand. Ads that rely on emotion are more memorable and leave a lasting impression, allowing consumers to connect positive emotions with the brand. This approach focuses on customers’ desires, not just their needs, which is key to success in today’s marketing.

Applications of emotional branding

Emotional branding has a really broad application. You will see it not only in advertising, but also in other areas such as:

Product shaping

Shaping a product includes choosing the form of the product, the colours and even the scents that will only be associated with it. However, let’s go back to colours for a moment. Notice that no brand has chosen its colour without a strategy. Look at law firms, banks or financial advisers. Can you name the most common colours in these businesses? They will be navy blue, beige and perhaps grey. This is because it is these colours that are associated with professionalism and credibility.

Packaging the product

The product itself is only the beginning. And while you are in practice selling the item, the whole package is also very important. So take care of packaging that is visually appealing, evokes positive associations or emotions. Have you ever received an order from an online shop or e-commerce platform that you were delighted with? Or have you felt immense joy that someone has done more for you than simply send an order? See how long such little things are remembered. They drive positive emotions.

Touchpoint

The third area involves touchpoints – places where the consumer comes into contact with the brand. This could be an online shop, a stationary shop or a service location. Take the example of a restaurant. Isn’t it more pleasant to dine in a carefully designed, comfortable place? You then feel a sense of security, enjoyment and interest. You know the place is special and are happy to take a loved one there. The décor of the place, the template of the online shop or even the space in front of the premises affect emotions, and this is the first step to better sales.

Interaction with consumers

The next element is customer interaction. What lies behind this area? Communication, or more precisely its style, shopping personae and even graphics or videos uploaded to the company’s social media. This is where tailored communication that builds positive customer relationships counts. So ensure that your customer service and social media interactions are of the right quality.

Using emotional branding

Do you want your brand’s emotional branding to be effective? Then apply the following tips:

• Know your target audience – do you have a great product or service, but it is not selling as you expect? You may not know your target audience. Who is your buying persona? Identify the age, gender and even locations of your potential customers. Know their problems or create them, and give them your product or service as a solution.
• Use storytelling – consumers like stories they can identify with. Use storytelling to inspire and convey positive emotions to your audience.
• Be real – audiences will immediately notice when a brand is pretending. So don’t play with feelings, and plan each of your actions carefully. Once you’ve said A, don’t change to B just because it’s fashionable. Authenticity is what counts these days.
• Be creative – remember colours, appeal to the senses and play with scents. Create beautiful campaigns that will stay in your audience’s memory for a long time. Without a creative approach, you won’t be able to evoke emotions in your audience.

Examples of emotional branding

It is much easier to understand a strategy when you can see it in practice. Big brands use emotional branding all the time. Here are examples:

• The Volvo brand strives to inspire a sense of safety in its advertising campaigns and daily communication with its audience. Volvo shows that every owner of their car is safe and appreciated.
• Nike focuses on inspiration and achievement. Their campaigns highlight determination, passion and the drive to succeed, which can motivate athletes and physical activity enthusiasts.
• The Dove brand is known for its campaigns promoting positive self-esteem and self-acceptance, and engages in a discussion about beauty in all shapes and sizes.
• Coca-Cola, on the other hand, is a brand that shows joy in a pure way, and in their adverts you can see the happiness that comes from moments spent with family or friends.