What is Emotional Branding and How to Use it Effectively

emotional marketing is all around us
from ads on the radio preaching for the
best tiles on the market to the coffee
shop you visited this morning they're
all appealing to one common thread
our emotions because emotions are so
ingrained into our dna
we can't help but use them for most
every decision-making moment we're posed
with
you might have all the spreadsheets and
fully calculated strategies in the world
but it's a fact that people respond to
their feelings first
and their logic second and today that's
what we're going to talk about
howdy guys it's liv here from
neighborhood where we help brands find
sell and keep their people
as a marketer appealing to your
audience's emotions is a no-brainer with
the number of media channels platforms
and devices consumers have access or
interact with brands nowadays need
better and more effective ways of
delivering their message
standing out from the crowd and having
memorable and fully absorbed messages
is something emotional marketing can do
for you so
what is emotional marketing and why does
it work well simply put
emotional marketing is marketing to a
consumer's feelings
to ultimately incite an emotional
response i mean the clue's in the name
right
the point is to tell a story that
connects with your audience in a
personal way
where they feel they could react by
feeling any of the one full core
emotions
happy sad scared or angry because it's
in our nature to initially judge
decisions on emotions not logic
this type of marketing is successful
because your audience is presented with
a reason to attach themselves to your
brand
and with strong customer connections
comes brand loyalty
as a survey found that 57 of consumers
would be more loyal to a brand that's
human
also studies have shown that when people
become emotionally fired up
we have a high tendency to retain this
event in our memories
so leaving your audience with an
impactful emotional message
is a certified way to get them thinking
about you for longer
so how does it work if you've gone
shopping and finally decided to purchase
because you've justified yourself that
you deserve it then you my friend have
let the emotional part of your brain
lead you to buying
whether it's to build your shoe
collection or to satisfy your craving
for chocolate
almost everything you buy has some kind
of emotional connection
because a brand is nothing more than a
mental representation to the consumer
having positive associations about the
brand is absolutely crucial
this can come from previous encounters
current usage
and what they've heard from other people
so if your audience can't connect your
brand with positive emotions
then you may have lost touch with the
heart of your business and perhaps
you might need to start reconsidering
your marketing campaigns targeting those
four core emotions can give your brand
an edge with building and strengthening
relationships with your audience
let's have a look at how you can use
these four core emotions in your next
marketing campaign
number one happiness as an emotion we
crave to experience
being happy ranks pretty high up there
from the hobbies you love to do during
the weekends to the values that matter
most to you
striving for happiness is undoubtedly
something we constantly do
so as marketers evoking joy in your
customers attracts them back to your
brand like a magnet
sadness empathizing with customers is
something we do
when posed with messages that tug on the
old heartstrings
when we feel compassionate about
something this gives us the motivation
to act on the behalf of others
think back to an ad you've felt closely
impacted by i bet your bottom dollar you
can remember it better than any of the
billboards you've driven past this
morning
you may have even acted upon its
intended message number three
anger and disgust invoking disgust
doesn't necessarily mean sharing a
picture of a mouldy sandwich you left
under the office drawer to your audience
instead i mean giving them a wake-up
call about injustices that exist
showing that your brand is passionate
enough to provoke discomfort in its
audience and challenge the norm
signals to people that your brand owns
its personal identity and stands for a
reason
and number four fear when we feel scared
we get tense and our bodies go into
survival mode this is what prompts us to
engage with whatever could keep
us and others safe for brands being the
knight in shining armor when your
audience feels out of place
is a great way to develop customer
loyalty according to a study from the
university of british columbia to do
this
make your audience aware that they're
vulnerable or at risk
but always ensure that you have the
solution to prevent the harm from
actually happening you can check out
some examples of these four emotions in
action
in the blog in the description if you
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now that we've explained the what's whys
and the hows let me introduce you to
some of the ways you can put your
emotional marketing
into effect in your marketing campaigns
so what emotional marketing strategies
can you use
let's start with that there are multiple
ways you can tap in to your audience's
emotions
in the competitive sport of attracting
and engaging customers
we've got four strategies you can
implement as a way of connecting with
your audience
number one understand your audience
because your customers are the heart and
soul of your business
attracting and engaging the right
audience is a vital step to any
marketing campaign
this isn't something you can achieve
without first knowing and understanding
who the types of customers are that you
want your brand to cater to a tried and
true method of knowing your target
consumer and something we use
is the creation of buyer personas this
concept essentially lets you visualize
your target customer
by creating a semi-fictional character
that you and your marketing team can get
behind
when creating your buyer personas
segmenting your audience into different
demographics and psychographics
can really help in narrowing down the
ideal customer you're marketing to in
your campaign
with these segmenting factors you're
basically putting yourself in your
audience's shoes
as you get to understand what their pain
points are by having a deep knowledge of
what makes your audience tick
your brand is better equipped to deliver
emotional marketing messages
that speak to them next up tell a
compelling story
this one may have been a given because
what good is any story if it doesn't
make you feel emotional
assuming you aren't a cold calculating
robot everyone loves a good story
and it's in fact a proven way to keep
consumers engaged with your content
there's just something about reading or
hearing the journeys of people
overcoming trials that get our ears all
perked up with that being said
having your brand tell its story can be
a really humanizing way
to get your customers to relate to your
message on a more personal level
no customer in their right mind is going
to hand their money to a brand
they perceive as only being a money
hungry organization
ensuring that they have something they
can empathize with be inspired by
or learn from doesn't only harbor your
brand's relationship with that consumer
but also the potential for others as
readers will be sure
to share content that moves them number
three create a community
tapping into emotional marketing to
generate a community around your brand
is a great way to turn customers into
loyal brand fans
think of everyone's favorite apple if
you look into their product ads
you won't find them focusing on how much
ram the upcoming macbook pro has from
the last
instead they focus on convincing you the
reader or the watcher
that this device will change your life
some might even say
appeal to your pain points because of
this the brand has created a community
of consumers
that fully commit to getting themselves
decked out in apple tech that will
defend the brand
from the android and pc peeps at all
costs because of our innate need of
belongingness
as according to old maslow being part of
a community gives us a sense of
camaraderie and acceptance
as we share common ground with people
who we may identify to be similar to us
and number four play with some colour if
you weren't already aware that colour
and emotion have been scientifically
proven to be linked
then i might have just opened your eyes
colour psychology is a concept that
proves that specific colours
evoke emotions to viewers cool colors
like purple
have been found to stimulate the brain
into being creative while
warm colors like yellow and orange
arouse appetite with so many colors to
use
each with a different emotion to
stimulate using the right color palette
for your graphics and prints can
indicate to your customers
how they should feel about your brand so
some final thoughts
as a brand wanting to stand out to the
eyes of your consumer
appealing to the heart makes your
message stick because as people
answering our emotions is what we
naturally turn to before anything else
with the power of emotional marketing
you're able to make profound
relationships with your customers
and get them to stick with you for
longer so if you found this video
helpful
feel free to share it with someone you
know that needs a hand with emotional
marketing
you could also subscribe to our blog
where you'll find a bunch more tools
tips and templates
to help you find sell and keep your
people just like neighborhood does
so that's it from me happy marketing
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