The emotional branding It is used by brands around the world to seek consumer satisfaction and strengthen the image among potential customers through connection through emotions. Therefore, its correct use will cause an attachment to the brand and will facilitate consumption.
For a brand it is good that a client knows who you are, but it’s even better when they care about your brand.
As part of the tools used by a brand, it is of vital importance to generate a bond through feelings with the objective of capturing the customer’s attention and establishing an emotional bond between the user and the brand. These links are much closer and more effective than those that are simply commercial.
For this reason, it is very common that, when deciding to make a purchase, its impulse is linked to emotions and not so much to reason. Stay and I will explain to you what it is and why the emotional branding works to establish those bonds with your users.
What is emotional branding?
The emotional branding It is an advertising strategy It is part of the construction of a brand in order to connect with people through emotions. and thus, generate an influence on decisions at the time of purchase.
The human being is governed by impulses originated by feelings, for this reason the intention is to enliven the desire of the consumer and position the brand name with the logo or other elements in the best possible way so that it is present; These factors consciously and unconsciously affect the behavior of customers.
Through this you seek to convey empathy, trust and make your users feel part of the brand; that they easily identify it and relate it to certain positive aspects or qualities of your products, to establish a more lasting bond in the long term.
What are the bases of emotional branding?
achieve a emotional branding effective is complicated because there is no single method and each individual works differently. Nevertheless customer loyalty to the brand can be achieved through emotional influence and here I give you some keys to achieve it.
- It understands the user as a person and not as a client.
- Focus on the user experience of the product.
- Tell stories with
- Don’t look down on anyone.
- Feed the relationship with your user.
Awakening an emotion caused by a feeling, evoking the consumer’s imagination and being associated with a brand is not something simple. Therefore, I explain each point individually.
Understand the user as a person and not as a client
To better and faster reach the goal people should be thought of beyond simple consumersseek empathy that goes beyond the emotional, understand what emotions they share with ideal clients and thus establish an emotional bond.
Focus on the user experience of the product
With the goal of discovering the emotional motives of customers, seek positive third-party reviews that reinforce brand principles and potential customers trust even more to choose correctly and get a better experience.
Tell stories with storytelling
It is essential to take advantage of the narration of stories through artistic expressions that touch the sensations of the consumer, that he receives them and manage to reach his heart. A valuable story built with a powerful narrative elementvisual and emotional are usually ways to hook the user.
Don’t look down on anyone
A differential point between a successful emotional branding and a failed one is when brands manage to understand the user and set themselves the goal of keeping their campaign in the collective memory, in this way it is achieved that the feelings and values continue in the mind of the consumer. A brand can have targeted messages for all kinds of audiences.
Nurture the relationship with the user
It is key to understand that emotional branding does not end with the purchase, but must encourage constant care, loyalty, communication and maintain value for the clientmaking the relationship grow over time.
How does emotional branding work?
Emotional branding works like a method to talk to the consumer and their emotions, without the need for traditional advertising as support. Through feelings, people manage to emotionally bond with the brand and associate it with their habits, as well as with relationships with other people.
Each human being reacts emotionally according to the sensory experience lived; some connect more with images and others with music, but the reality is that, by provoking a special moment, their emotions will be marked and thus you will get them to consume and interact with your brand through the art of persuasion.
By elevating the senses and make the user-brand connection possible, it will be possible to understand the person at a higher and deeper level that will directly influence their purchasing decisions, whether impulsive or reflexive.
Emotional branding: Marc Gobé and his contributions
The French Marc Gobé is not only a designer and creative, he is also considered the founder of emotional marketing and an author recognized for naming the concept in his book (2005), which is a kind of guide for the psychological understanding of consumers around the world and user-brand relationships through emotional bonds.
Among Gobé’s contributions in emotional branding, he is credited with the search for the emotional context and its potential identification that transmits in the client a sense of trust, loyalty and respectmainly with the aim of understanding the consumer.
In the same way, the French designer affirms that finding the way in which a product can connect with a person is through validity or a feeling of belonging and not so much with logical reasons, since emotions naturally arise before one realizes it. .
On the other hand, Gobé not only focuses on the importance of the intangible qualities of a brand but, due to his nature as an artist, he also analyzes how design and image in the creation of a product manage to evoke emotions that allow him to approach to the consumer. The former because companies, generally, are committed to satisfying the needs of people, providing them with security and confidence in everyday life.
How to do emotional branding?
There are different steps to build an effective emotional branding and achieve a connection with the emotions of the consumer, but there are five keys that I will explain here:
- Set your goal.
- Identify your values.
- Acknowledge your abilities.
- Check your skills.
- Consistency and perseverance.
To provoke emotional responses from the consumer towards the brand and make it easier for them to associate them, those responsible for marketing and advertising they look for studies and tools that allow them to trigger an emotional response.
This entails seeking to convert the brand into a symbol formed with values that remain over time and result in its constant adaptation when required.
In this sense, emotional branding implies seeking the connection with the users’ unconscious and appealing to factors such as the satisfaction of desire, nostalgia or emotional security. And so that there is no doubt, I explain each of the five keys in detail:
1 . set your goal
Knowing where you want to go will make the road easier. This way you will identify when you reach the objective, and people begin to express themselves well about your brand based on your values and qualities.
two . identify your values
This step will allow you to make decisions with ease, you will be able to develop them over time and will avoid taking contrary actions in the future that could harm the brand. Some examples of values can be “truth”, “integrity”, “freedom”, among others.
3 . recognize your skills
Make a complete list of all your qualities that will help you position your brand, since establishing them correctly will surely give you benefits. These will help you reinforce messages when you run campaigns, for example.
Four . Check your skills
It is essential to verify that, in fact, you have the skills of the previous point. Here the visibility and recognition of the brand is vital, for this it is advisable to spread facts that reflect these values through social networks in order to build a community among consumers. Testimonials, opinions and reviews are the best allies for this task.
5 . consistency and perseverance
When developing the qualities of the brand, it is very important to have the experience and patience during the brand positioning process so that the brand is properly strengthened.
Emotional branding, examples to apply in your business
Brands may be able to create strong enough bonds just by getting to know their consumers through closer contact; to promise experiences that evoke states of mind, a feeling of belonging; and that the message they seek to make known is clear.
Here I present some examples of emotional branding successful that major brands have implemented. These can be applied in ventures if you know how to tell a story or present exciting experiences.
1 . redbull
The Austrian brand of energy drinks has squeezed marketing under the slogan “Red Bull gets you high” through extreme emotions and supporting sports activity. The brand owns four soccer teams (Germany, Austria, Brazil and New York), a Formula 1 racing team, organizes motocross and aeronautical sports tournaments and sponsors hundreds of athletes around the world.
The company bets a lot on extreme sports and the limits of the human being, an example of this was the campaign to promote in 2012; he reached 39,043 meters in height and the highest speed achieved by a human being, reaching 1,173 km/h. Also add the greatest balloon ascent ever made with 39,068 meters of altitude.
This event achieved worldwide media coverage by achieving 8 million viewers on YouTube. It also became an emblem of everything that triggers adrenaline, making the brand an icon of emotional branding.
two . Nike
The largest American sportswear company has always been a star in advertising. His story highlights his passion for sports, life and pursuing motivation in people.
To celebrate, a couple of months ago they created a spot starring director Spike Lee (as Mars Blackmon) and actress Indigo Hubbard-Salk (as Zimmie). They make it clear that the story is not over, as there will always be challenges to overcome.
Zimmie mentions that the future is still up for grabs and he hasn’t seen anything yet. She mentions the girl skaters Rayssa Leal and Chen Ye who competed in the Olympics, the tennis player Naomi Osaka…
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