Emotional Branding: what it is, how it works and what are the benefits

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The emotional factor is an essential element when evaluating consumer satisfaction, to improve market presence and even to attract new leads and increase the conversion rate.

It's not about playing with people's feelings, not at all! On the contrary, it's about reaching a level of empathy where users feel part of the brand, convinced of the values ​​you convey.

Let's enter a world where words, visual identity and audience cash app database experience will make you gain great levels of profitability and competitiveness within such a complicated and changing market.

You will learn what emotional branding is, its objective, advantages and some success stories of world-renowned brands. All the information is below!

Here we go!

First of all, what is branding?
Branding , also known as Brand Management, is based on effective management of a particular organization's brand strategies .

This brand management encompasses: creation, long-term planning and management of the brand's own elements to take advantage of the perception of the business in the minds of its consumers .

In short, branding refers to the planning, structuring, management and promotion of a brand with the aim of ensuring that all its stakeholders perceive and understand the company's positioning, increase its competitiveness in the market, improve its visibility and keep the company's reputation in excellent shape with its target audience .

Now, connecting audiences has multiple techniques that can be applied, among them, we find feelings. The emotional level is a fundamental factor to achieve optimal positioning in the mind of the buyer persona to create permanence and encourage them to continue the entire process until reaching an eventual purchase.

What is emotional branding?
Emotional branding is an advertising strategy that seeks to create an emotional connection with its followers, strengthening the bond between company and target. The technique seeks to humanize the product as much as possible and thus capture the consumer through feelings without focusing too much on reason.

In fact, this tool uses multiple strategies and resources from traditional or digital marketing to create that connection between what we seek to express and the consumer's emotions. We must ensure that the user feels part of the brand, its media, processes and the feelings it seeks to convey; becoming, for example, external brand ambassadors .

In this way, these new "offline " promoters talk about the brand and the products you offer due to their satisfaction with what your product or service promotes. Word of mouth is always effective, generating a great influence on the purchase decision.

The purchase decision, whether reflexive or impulsive, is determined by what the person feels moments before making the purchase. For this reason, emotional branding must be a strong shield for the brand.

Strong emotional branding speaks directly to customers' fears, desires, hopes, needs and aspirations, conveying a sense that the brand supports just causes.

It can be pointed out that the emotional potential of a brand is decisive and, for it to be successful, it must focus on elements such as design, ethical aspects, color psychology, political commitment, charitable purposes and, above all, emotional marketing .

Understanding that consumers are not only looking to satisfy their needs, but also to feel comfortable, is the most important thing when implementing this strategy. Don't let that go unnoticed!

What is your goal, exactly?
Simply put, the goal is to align feelings with business purposes .

Consumers must achieve unconditional trust that familiarizes them with the brand; this bond is strong and difficult to break. Likewise, emotional branding works so that organizations can differentiate themselves from those that do not apply it, reflecting a more human, close and identifiable image.

We seek to generate customer trust, loyalty and respect to increase the reach and value of the brand by understanding the human brain and cultural behavior above the practical economic theories that explain how to offer and sell products or services.

These are the benefits of applying emotional branding
You already know what it is about and its objectives, we will now review 5 advantages of applying emotional branding:

1. You will conceptualize each strategy
By creating an emotional brand, you will be providing a concept for every piece and part of your marketing projects. Whether you need to work on overall product design, design newsletter templates, or a customer satisfaction strategy, emotional branding can be included in these efforts.

This technique for marketing strategies is the same as adding extra virgin olive oil to salads, it increases their values ​​and makes the actions appeal to a wider audience.

2. Contributes to usability
A key element of usability and user infrastructure is being frank and direct. By managing an emotional brand, you will know which feelings and emotions should be directed to your audience through visits to any of your accounts.

You need to check how your website interacts with your target audience and run a statistical web analysis of their browsing experience. Use common people to observe how they interact with the website , how they react, and ultimately, evaluate their emotions.

3. It works better with storytelling
Storytelling is a fundamental strategy integrated into Marketing; it is based on an emotional narrative that connects the history of the brand, product or service with the audience by linking backgrounds and experiences.

By combining emotional branding with storytelling correctly, you will see that metrics improve and with this, your sales. Humans are natural storytellers, they will always love a good story that they can identify with.

4. Refine the product design
Designing a product is not only based on exclusive features, price-quality ratio and general characteristics. The best way to make a perfect design is to connect it with emotional branding.

But what do you eat this with?

Let's take, for example, probably the poster child for emotional branding: Apple. They have a strategy of this kind that goes far beyond any other company.

Apple has very loyal customers because it provides each individual with a unique connection to the product they purchased. How? By allowing them to say “hey Siri” and have it respond to just one voice.

Finding and responding to the emotions of your target audience will tailor your product design, making users loyal, turning them into brand ambassadors and guaranteeing profitability.

You will be able to analyze these variants statistically before launching a new product or service, so that it has the effect on the minds of consumers that you expect.

5. Brand positioning
Distinguishing the product by its quality and the values ​​it reflects is as important as remembering the brand name. Emotional branding techniques are especially designed to convey a sense of belonging to the customer so that they feel part of the company and have it very much in mind.

The result of applying it properly is the increase in brand positioning and recognition .

Emotional branding: best practices!
Below you will find the best practices for successful emotional branding. Keep reading!

Focusing on emotion through visual media
Emotions are obviously essential for effective neuromarketing due to their influence on the subconscious. In fact, almost 50% of the brain has visual processing capacity.

You need to pay attention not only to visual identity, but also to logos, fonts, colors, depth and movements to optimize positive emotional experiences.

Personalize interactions
Aim to appeal to the selfish nature of the human brain by making users feel happy, satisfied, and important. Make your interactions feel unique and genuine.

Focus on creating personalization options and using targeted marketing and sales techniques to create interactions that feel personalized to each individual user.

Inspiring commitment
Deeply engaging with your users makes them feel more personally connected to the brand and elicits more emotional reactions. Start engaging more users by connecting with influencers, sharing user-generated content on social media, responding to reviews and comments to build lasting connections.

Make your users feel comfortable
When it comes to emotional branding, consistency is key. Make sure you use the same colors and appeal to similar emotions to avoid confusing users.

Respond quickly to public relations issues
Speed ​​is key when responding to important issues. Consumers appreciate a quick response when companies make a mistake.

For example, when Johnson & Johnson, a multinational manufacturer of medical devices, pharmaceuticals, and baby care products, had a Tylenol tampering case, they immediately pulled the entire inventory from the shelves to protect consumers—even though there was no evidence of additional contamination.

Success stories: examples of well-known brands!
Finally, we are going to present 4 success stories of world-renowned brands:

Always: #LikeAGirl
She has always sought to turn the term “like a girl” on its head. In this campaign, she appeals to emotion by making women feel empowered and confident .

Despite the controversy , this commercial won an Emmy, a Cannes Grand Prix award and the Grand Clio.

Patagonia: public lands
Patagonia evokes a feeling of responsibility and its customers identify with the company's commitment to caring for the environment.

Patagonia’s quest to conserve open spaces, tear down dams, and restore ecosystems has created a loyal base of customers who will unwaveringly support its brand. Not bad!

Petcube: pet parents
If you are one of those who treats your pet like your own child —I can relate— then I can tell you that, along with me, we are part of the target audience for this emotional branding.

Petcube's interactive pet cameras bring joy to users by allowing them to interact with their pets wherever they are. Their branding features "pet parents" laughing and smiling as they play with their pets via smartphone apps .

Technology + emotions + pets? Foolproof!

Google: Our Year in Search
Google's Year in Search Summary summarizes the most searched phrases, sentences and terms over the course of an entire year. Its goal is to create a sense of community based on the curiosity that this great search engine solves .

While they often feature polarizing search topics and events, Google makes sure to highlight the most relevant moments that brought the world together, building its users' emotional connection with the brand.

Sad moments, happy moments, moments of great uncertainty or fear. Everything is connected!

It's time to get emotional about your brand!
Appealing to emotions is an effective technique to attract, connect and encourage your audience to use products and services. Understanding how your brand and marketing efforts impact individual users’ lives is a key aspect of improving their experience.

Companies that leverage emotional advertising and branding benefit from customer retention and increased life time value ( LTF ).

As I mentioned at the beginning, there are multiple ways to do branding and, to become an expert in increasing the profitability of your company not only with emotions, but with more, different and effective techniques, we recommend that you download our Ebook on branding and learn what makes a brand strong.