Emotional Branding: A Perfect Strategy To Connect With Audience

Hello Readers ! How's the day going? So I am back with the Second Edition of my weekly newsletter "The Kaur Journal". If you're a marketing person & always look for solutions to streamline your brand strategy, keep a regular check on my writings. Happy Reading !

As a brand strategist people often ask me to guide them 'what is the most important factor to consider while creating a brand strategy'. In this blog post, I will discuss, one of the strongest way that any brand can opt for its brand marketing. Let's go ahead !

Before understanding the term "Emotional Branding" in the context of business, we need to first put ourselves in the shoes of consumers, how they perceive a brand when they intend to make a purchase. People when wish to purchase something, they don't do it always just for the sake they need it. In 99% cases, customer feel some kind of attachment or connection with that particular product before they decide to buy it. Connection can be of many kinds: Want, desire, need, or to avail luxury.

The phenomenon of creating an impression in the minds of the audience to drive their interest in your product/service using the power of emotions and intellectual patterns, is referred to as emotional branding.

Reports say that more than 70% of the consumers are more attracted to the brands that use the "emotional channel" of marketing to attract customers and create brand awareness. Emotional impressions last for long when it comes to branding a product/service.

FOUR PILLARS OF EMOTIONAL BRANDING

RELATIONSHIPS

Big brands like Dairy Milk , Bournvita , Horlicks , Fortune , etc, just don't create Ads or visuals, they in fact create human connections based stories, and try to build relationship with the audience that induces them to get attracted towards their brands.

It's proven in the recent studies that brands which foster human connections through advertisement and serve a particular value to the people, & build relationships are more likely to leave a long lasting impression in audience's minds.

EXPERIENCES

The long term mission for every brand is always to create a soft corner in the hearts of their customers that create a sense of belongingness in their minds for the brand.

People with good brand experiences are the most prominent brand advocates, and here the word of mouth advertising takes place that's where a brand creates a line of difference among other existing market brands. Emotional branding is specifically focused on delivering not just a product/service satisfactory experience, but delivering the lifetime experience to the customers.

Experiences are the imprints that make the customers to come back and make a re-purchase & this is the reason businesses invest their time & resources in brand strategies in order to create experiences that last for life.

VISION

Small milestones collectively create a long term vision. Emotional branding concept believes that when a customer is happy with a brand, the work doesn't end there, there is still the corner to work on inorder to make the brand's image get more strong in the customer's mind.

The long term retained customer helps in achieving a successful brand strategy. Brand stories are never created in short time, it needs short milestones to achieve and these short milestones collectively make up strong & long vision.

IMAGINATION

The most powerful weapon of emotional branding is imagination. Imagination is where all the recipe gets ready. Big brands who have been successful in creating the customers for lifetime have played with the weapon well.

Emotional branding starts from imagination, understanding from the point of view of the target audience, and then bringing out the solution exactly what is expected, is the complete game.

9 out of every 10 customers recommend a brand to their near ones, based on their emotional connections with that brand. Now the connection can be in different ways, related to their food habits, clothing preferences, luxury choices, and so on.

Businesses from small to large scale, are now understanding how important are human connections and why they are crucial for boosting ROI.

I understand how businesses struggle in creating their brand value and my writings always strive to help them in various ways, providing them more polished and transparent view of their brand strategy.

For regular readings from me, subscribe "The Kaur Journal". Feel free to DM me for your brand strategy related queries. I'd be happy to help.

Happy Branding !