Emotional Branding: What’s Love Got To Do With It? Plenty!
Sell to your customers by appealing to both their reason and their emotions.
In today’s highly competitive markets, smart companies are focusing more and more on emotional branding to differentiate their product in the minds–and hearts–of consumers.
No wonder. Today’s consumers face more choices than ever, yet they devote less time to product comparisons. To compound the matter, brands in many industries have become increasingly similar in quality, price and delivery. This typically culminates in a price war. One of the best ways to avoid this is to develop a lasting connection with your consumers on an emotional level. When customers feel an emotional pull toward your brand, they spend less time reasoning through differences in pricing. You’ve gained their trust and are rewarded with their loyalty. Once a consumer’s emotions are involved, you’ve injected real power into your brand.
The Link Between Emotions and Brand Loyalty
Research shows that reason and emotions differ in that reason generates conclusions but not necessarily actions, while emotions more frequently lead to actions. You can educate consumers on your product’s features, but without an emotional involvement of some kind, consumers may not attach values to those facts–at least not the values you may want them to attach.For example, a salad may be a healthier choice than a hamburger and fries, but many people grab the burger anyway. After all, on an emotional level, a salad equals “doing the right thing” (ho-hum) but a hamburger equals “pleasure and gratification” (mmm). When it comes to brand loyalty, nothing is stronger than securing an emotional bond to your brand.
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