Emotional Branding: What It Is And What It Is For

The branding emotional is an advertising strategy that aims to establish an emotional connection with the audience. That is, it seeks to strengthen the bond between the company and the client through emotions instead of reason. Through it, it is possible to both humanize the product and improve its connotations.

Specifically, the word  branding  is used to refer to the process of building a brand. It involves the management of everything related to the name of a commercial brand and its corresponding logo or symbol. These factors have a direct and indirect impact on its value and on the behavior of customers with respect to it.

Therefore, having a strong corporate identity and a good position in the market can make it easier to have a stable and secure source of income. In addition, it can help you outperform your direct competitors and stand out in the minds of your buyers.

What is emotional branding?

The branding emotional uses a range of strategies and resources marketing in order to connect with the emotions of the public. In fact, if you think about your buying decisions, both impulsive and reflective, you will realize that, to a large extent, they are determined by your emotions and feelings.

Those who trust emotional branding have the belief that what really sells is the emotion of the product, the sensations and feelings generated by its name or brand image. For this reason, the objective of this type of strategy is to penetrate the heart of the target audience. 

Therefore, when creating the brand image, it is essential to integrate emotions into the marketing plan . This is the main goal of  emotional branding . Because of this, it is important to bear in mind that the consumer not only seeks to satisfy their needs, but also wants to feel good.

Keys to putting emotional branding into practice

Do you want to implement this type of strategy in the marketing plan of a company? Here are some keys to achieve it.

• It conceives the user as a person and not as a consumer. Many of the most famous brands, such as Apple or Coca Cola, focus on empathy. Thus, they try to connect with the customer’s feelings, which increases their confidence in their products.
• Prioritize the user experience over the product. The key is that what you sell makes your customers feel good, compared  to purely commercial or promotional information. It is also important that other people reinforce the principles of your brand. For this, the opinions of third parties on social networks are essential. This is because users trust the opinions of others more than corporate information.

• Take advantage of the potential of a good story. Brands are built from valuable stories that have a strong narrative, visual and emotional component. Therefore, introduce storytelling as a fundamental component in your emotional marketing strategy . For this, there are numerous multimedia tools that you can use. For example, Storify, Slidestory, Storybird or Apester, among others.
• Do not leave anyone indifferent. Try to get everyone to remember your campaign and stick with it. Thus, you will ensure that the sensations and values ​​transmitted remain in the client’s mind.

Examples of brands that use emotional branding

One of the best examples of the principles of emotional branding is one of Dove’s most recent campaigns. It’s about an ad about self-esteem called Real Beauty. With it, the company achieved much more than the goal of spreading its digital platform. More than 50 million people viewed the Dove video within 12 days of its launch .

To date, the Real Beauty sketches video has been viewed more than 180 million times. He also managed to empathize with millions of women who felt pressured by the existing high standards of beauty. In this way,  this campaign helped users associate strong emotions with the products of this company.

On the other hand, Apple is indisputably one of the leading brands in this type of sales strategy. It was recently overtaken by Google as the most valuable brand in the world, but it has remained at the top of the global list for several years. In addition to its designs and great features, Apple’s success is closely related to its communication based on empathy and intimate connection with consumers.

Another example is Starbucks. Its high level of popularity and acceptance, despite its prices, is due to the fact that its communication is mainly focused on inspiring and nurturing the human spirit.

In short, all these brands have invested a lot of time, money and the work of many marketing teams in the development of advertising campaigns based on emotional branding. This is how they have positioned themselves as some of the most valued companies in their sectors.