Our previous blog post looked at some first steps in creating branding and branding design. We explored defining business goals and brand personality, defining the target audience, creating the brand’s logo and visual elements, and combining all that into a branding book. All those are essential elements in creating branding.
But you can go one step further and make your brand memorable by developing emotional branding.
But first – what is emotional branding?
Emotional branding is how you form a relationship with your target audience by provoking their emotions. Every part of your branding can be optimised to evoke emotions in your customers, from your logo and chose of colours to the overall experience your customers will have with your brand.
To create emotional branding, you need to know your target audience. That includes age, location, hobbies, habits, needs, and aspirations. You need to know them like you know your friends. It helps to write down everything about your ideal customer and refer to that when needed.
The concept of emotional branding was developed by Marc Gobé over 20 years ago. He observed that connections could take place on an emotional level in relationships between brands and people. His book, ‘’Emotional Branding: The New Paradigm for Connecting Brands to People’’ describes everything.
Emotional branding taps into humans’ desires for emotional security, love, power, and others.
Of course, there is a difference between emotional advertising and emotional branding. Emotional advertising is highly effective if done correctly. Emotion can be applied directly to advertising, and each ad will contribute to the emotional branding strategy. Many brands create emotional ads.
People buy on emotion and use logic to justify their decision. When someone decides to buy something, they usually do it on a subconscious level. There are many reasons for that, including information overload. When faced with too many options, consumers often get confused, hesitant, and uncertain. That might lead to them not buying anything at all.
Emotional branding creates positive emotions that customers can readily associate with a brand or product. It means directly appealing to a consumer’s emotional state, problem, need, or aspiration.
Emotional branding often relies on storytelling, as this is one of the most powerful ways to generate emotion.
Emotional branding appeals to Ethos, Pathos and Logos
Ethos: Appeal to Credibility and Ethics – It is crucial to make your target audience trust your brand. They will feel like you know what you’re doing and that you’ll be there when they need you. You should aim to build trust and credibility for your brand and establish authority in your industry. Ethos in branding can take many forms: quoting experts in a field, citing sources, testimonials from customers, and case studies, for example. Content, online engagement, and user experience are other ways to make your customers trust you. Not only that, but you can project the emotions that you want your customers to feel. They should also know that you have their best interests at heart and that your business is socially conscious.
Pathos: Appeal to Empathy – it motivates your client to take action by creating a sense of urgency, a fear of missing out, a sense of belonging, and more. Typography, colour and design can establish tone and mood and are powerful tools for evoking customers’ feelings. The choice of your typography, colour and design should be consistent with your emotional branding strategy.
Logos: Appeal to Logic and Reason – When persuading customers, appealing to their logic and reason is crucial to effective marketing. You can create a compelling connection by demonstrating how your product can fulfil their needs and aligning it with their emotions. Your product must deliver on its promises. By applying logos, you can show the benefits and features of your product. Highlight how it can solve your customer’s problems, improve their lives, and enhance their experience. In that way, your audience will make an informed decision based on a rational assessment of what your product can deliver.
Considering these three points when building an emotional strategy can make you more convincing.
The Benefits of Emotional Branding
You can build an emotional connection with your audience, translating into a lifetime relationship. Not only targeting your audience with effective ads but also making your whole brand speak to their needs, desires, and emotions. You can achieve significant benefits by creating an emotional branding strategy for your business.
Build strong connections: Emotional branding allows you to tap into the human psyche, fostering a genuine bond between your brand and customers. Understanding their aspirations, challenges, and values allows you to tailor your messaging and experiences to evoke the desired emotional response. This connection serves as a foundation for long-term loyalty and advocacy.
Enhance Brand Perception: When customers form an emotional connection with your brand, it elevates their perception of your products or services. They perceive your offerings as more than mere commodities; instead, they become symbols of the values and emotions they associate with your brand. This positive perception differentiates you from competitors and fosters a sense of trust and authenticity.
Drive Customer Loyalty: Emotionally engaged customers will likely remain loyal to your brand. By consistently delivering emotionally resonating experiences, you create a bond that transcends transactional relationships. This loyalty translates into repeat business, increased customer lifetime value, and a powerful army of brand advocates who willingly promote your offerings.
Stand Out in a Crowded Market: In today's saturated marketplace, emotional branding provides a distinct competitive advantage. By authentically connecting with your audience's emotions, you create a unique and memorable brand identity that sets you apart. Customers are more likely to choose a brand that aligns with their emotional needs and resonates with their values, even in the face of comparable alternatives.
Embracing emotional branding empowers your business to form lasting connections with your audience. By understanding and addressing their emotional needs, you can differentiate your brand, foster loyalty, and cultivate a passionate community of advocates. Invest in the power of emotional branding to unlock the immense benefits it offers in today's dynamic business landscape.
At Metaka Branding Studio, we understand the importance of creating strong and unique branding to succeed. Reach out to us for expert guidance and support. For more valuable insights on branding, visit our website's blog section.
