People are often influenced by emotions when making decisions. If a business wants to stand out and be different, it needs to know how to exploit the emotional factors of customers. By implementing the correct Emotional Branding strategy when promoting brand and products, businesses will gain the sympathy of customers, promoting the purchase decision process. So what is Emotional branding? How can this strategy be applied effectively to attract target customers? Optimal Agency will answer these questions in the article below.
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What is Emotional branding?
Emotional branding is the process of building a deep relationship between customers and brands, products through influencing emotional factors. Building an emotional brand for customers is expressed through many factors such as logos, user interface (UI) design, experience when using products and services.
If businesses want to increase connection and interaction with customers, they need to create content, products, or shopping experiences,… that are suitable for the needs and interests of customers. At the same time, evoke the most common emotions inside each person: feeling of security, self-affirmation,…
The goal of Emotional Branding is to create a special connection between businesses and customers, evoking and connecting with their emotions. Instead of just focusing on highlighting the features or benefits of the product, emotional branding focuses on creating unique and memorable experiences.
Thanks to that, businesses can create a deep impression in the minds of customers. Normally, businesses use Emotional Branding to build sympathy with customers. Businesses will evoke customers’ emotions by providing quality products and services, thereby promoting the purchase decision process. Besides, it also turns customers who have purchased the brand’s products into loyal customers.
Benefits of Emotional Branding for Business
After understanding what emotional branding is, let’s learn about the benefits of using this tool:
With an emotional branding strategy, businesses can build a unique brand image and connect emotionally with customers. The brand stands out with its own values, stories, and personalities to attract attention and increase customer awareness. Thereby creating a deep impression in the minds of customers and differentiating them from competitors.
Strengthen the connection between the brand and customers by bringing positive experiences to them. At that time, customers will feel that the brand is not only a part of the product and service but also has intimacy and closeness. Businesses can build trust and create good relationships with customers.
When customers feel confident in the brand of the business, loyalty and affection will be promoted. This helps improve the index measuring customer loyalty to the business.
By applying an emotional branding strategy, businesses can understand their target audience. By identifying the right target audience for their advertising campaign, they will ensure that the message is conveyed to people who are more likely to be interested in the product and brand. This will increase interaction and increase the business’s ROI. Emotional branding not only helps the brand stand out but also increases customer engagement and loyalty. At the same time, optimize the advertising strategy to achieve the best performance.
Besides, readers should learn more related information such as what is conversational marketing.
3 Ways to Build Effective Emotional Branding
At this point, you have a better understanding of what emotional branding is and the benefits it brings. If you want to build successful Emotional Branding, apply the following psychology-based methods:
Maslow’s theory of needs
For marketers, Maslow’s theory of needs is no longer too strange to many people, especially those working in communications. Based on this theory, human needs are divided into 5 levels from low to high, including:
- Physiological needs: These are basic, essential needs for humans to survive and develop such as eating, sleeping, etc.
- Safety needs: People always aim for higher needs when basic needs have been met. They want to be protected from dangers that threaten their physical and mental lives.
- Social needs: This is the next need in Maslow’s pyramid, focusing on the spiritual and emotional factors of humans. Accordingly, people always want to build relationships with friends or groups or their communities such as schools, companies, etc.
- The need to be respected: When the above needs are met, people will aim for higher values. They want to receive love and respect as well as social recognition. That is why the saying: “The customer is king” appeared.
- The need to express: People not only need to be respected but also need to express and prove themselves as well as follow their passions and interests to create value for society. In business, to meet this need, businesses need to make customers feel confident in making the right decisions.
When building an Emotional Branding strategy, businesses apply the 5-level structure of Maslow’s pyramid to promote brands, products and promote the purchasing process.
Aristotle’s 3 Persuasive Techniques
If you are a marketing professional, you may have heard of Aristotle’s customer marketing technique, which includes three elements: ethos (trust), pathos (sympathy), and logos (logical reasoning). If a business can balance all three of these elements, it will make a strong emotional impression on customers.
Creating trust (Ethos)
Before every new product advertisement from a business, customers are always skeptical and uncertain about the quality. To convince target customers to choose the business’s products instead of competitors, the business has added evidence of quality control. This helps gain customers’ trust in the business’s products. For example, the product has been clinically tested and recommended by the Ministry of Health, etc.
One way to build customer trust in a business is to choose a celebrity as a brand ambassador for the product or service. This is an effective way to increase trust in the eyes of customers.
Create sympathy
An effective way to use Emotional Branding is to create sympathy towards the target customers. This technique focuses on persuading and stimulating users to act by creating a sense of familiarity, a sense of urgency, fear of missing out, etc. Businesses need to skillfully and carefully incorporate emotional elements into their advertising.
Many non-profit charities have created sympathy for viewers by posting sad images and videos. This has attracted many kind-hearted people to stand up and call for donations to help the unfortunate.
Logical argument (Logos)
This is the most convincing element in Aristotle’s theory, but it depends heavily on the above two factors. In this technique, businesses will focus on convincing customers by providing factual information, statistics, and logical arguments. Up to now, this is the method applied by many brands because it thoroughly solves the problems that customers are facing.
Exploiting human emotions
When building Emotional Branding, brands should focus on 5 basic emotions including joy, sadness, fear, anger, and surprise.
Joy, happiness
This is one of the basic human emotions. When people are happy, they will share and express that emotion clearly. Understanding that, many brands build emotional brands have cleverly exploited the happiness emotion in each customer. If customers feel excited and interested, they will share the brand’s story to help increase brand recognition.
Sad, touching
According to many studies, sadness is a factor that stimulates empathy and strengthens connection leading to more giving. Many non-profit organizations and charities have used sad photos or short videos recording the difficult circumstances of unfortunate lives. Grief will make people act and help others by giving away material and financial value.
Uncomfortable, angry
In the advertising campaigns of businesses, they have focused on exploiting the discomfort and anger of viewers about the problems they are facing. From there, they encourage them to take action to solve and change those urgent problems.
Fear, anxiety
It is human instinct and it is a factor that strongly affects psychology, forcing people to act immediately. Fear is an effective marketing tool for businesses that makes customers loyal to brands and products. Because when people are afraid, they are hypnotized and want to use products and services quickly to gain safety.
Surprise
It is the most powerful weapon in marketing because you can see that unexpected events or news will create surprises for the public to remember longer. Most people are often influenced and impressed by new arguments and information that surprise them. That is why businesses often create advertising campaigns that surprise customers.
Through the article above, you have a better understanding of what emotional branding is and how to build an effective emotional branding strategy. If used correctly, this strategy will help businesses develop their brands, gain loyal customers, and increase sales.
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FAQ
Both Emotional Branding and Emotional Advertising are important marketing strategies. They are used to create relationships and emotional connections between brands and customers. However, these two strategies differ in scope, implementation and specific goals. While Emotional Branding is a long-term strategy that covers the entire process of building and developing a brand, Emotional Advertising focuses on specific advertising campaigns. Emotional Branding requires meticulous and extensive customer research, while Emotional Advertising focuses on creating advertising content. Emotional Branding aims to build brand loyalty, while Emotional Advertising focuses on raising awareness of products and services to encourage purchasing actions.
Each customer group has its own characteristics and personality, so you need to carefully research customers and choose the right way to interact to skillfully evoke customers’ true emotions. Regularly interact with customers on social platforms such as Facebook, Instagram, … to make them feel safe and comfortable. Businesses should use visual images and videos to evoke emotions from customers.
