As human beings, we are guided by our emotions. Almost every decision we make is based on what we feel. Consumer decisions are typically influenced by emotions which is why brands focus on emotional marketing.
For generations, marketers have been crafting ads that showcase their respective brands’ unique value propositions. Such messages helped guide reasoned and deliberate purchases. However, things have changed, and now consumers opt for brands that feel right to them.
With the advent of the internet, information became readily available, and advertisements are at every turn. Consumers can now research and understand the products before making any purchase. So, what differentiates brands like Nike, McDonald’s, Coca Cola or Apple from the rest?
It is simple- emotional branding.
What is emotional branding?
It’s an art employed by marketers to elicit emotions that pull consumers towards their respective brands. It’s vital for building a brand and maintain customer loyalty. Think of it as a way to create awareness of your brand and build a lasting bond with your customers. For example, on a hot Sunday afternoon, you are coming from a long car ride and your family is thirsty. What is the first drink that comes to mind? The chances are that it’s a soda because you’ve associated Coca Cola with the feeling of thirst on a hot afternoon. Emotional branding triggers emotional responses from customers and creates human connections between brands and customers. Almost every brand and business is trying to implement emotional branding into their marketing strategies. However, not everyone has been successful. It’s more complex than creating funny posts or sharing memes on your social media pages. It’s more than just asking your audience to subscribe to your newsletter or follow you on social media. Emotional marketing focuses on the customer’s needs. You can begin by learning what your target audience needs and create content that satisfies this need. Use a language that connects your audience to your brand. Maintain this consistency and ensure that you deliver on your promises. Don’t be sweet with your words and have nothing to back up the sweet talk. The sweet words and promises will attract customers, but it’s the value you offer that will keep them coming.How effective is emotional branding?
A recent study on how emotions impact the effectiveness of an advertising campaign had researchers analyzing some of the most successful advertising campaigns of the last 3 decades. Researchers analyzed 1400 campaigns based on criteria such as profitability, effectiveness, and marketing strategy. Campaigns that relied purely on emotional appeal performed better than campaigns that focused solely on rational content. According to the researchers, emotional content was twice as effective as rational content (31% vs. 16%). Campaigns that combined emotional and rational content also performed better than campaigns with purely rational content (26% vs. 16%). Numerous brands have tried to emulate this marketing strategy, but very few have been successful. Where small brands have failed, prominent brands like Apple and Nike have perfected the art of emotional branding. Maya Angelou once said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Great brands such as Nike focus on providing quality products, but they also ensure that their customers feel good and are contented with the products and services offered by the brand. This is why Nike is the most popular sports brand in the world. Here is an example of quick customer support from Nike:

