Emotional Branding Happens When Customers Think Your Brand Makes Them Feel Great About Themselves
Most people don’t get the full idea of “emotional branding. They think a brand has to pull the emotional strings of customers to make them act a certain way that get the brand to sell more and make more money.
That could work in a superficial way. But there is a more strategic perspective. A brand should trigger actions that build a positive emotions about themselves in customers. The customers then feel like bonding with the brand because it acts as their no-fail self-validator. The bonding created then acts to engender loyalty and sales.
It is true that emotions drive actions. But to drive emotions in the first place, you need some small empowering actions by the consumer. It’s a chicken-and egg-story. Small starter actions change emotions. A brand has to make people take those small actions that change their emotional states. This then jumpstarts more energetic actions by the consumer-driven by the emotions that have been lit.
At Solohacks Academy, we are often dismayed by the commonly seen casual marketing attitude towards emotional branding. It cannot be treated superficially as mere psychology of images, or color usage, or the tone of your text. Emotional branding can pay huge dividends if its use is far more strategic than the way it’s commonly deployed today. Read on to see how …