I Have Made People Cry, And You Should Too.

I read a report recently that said that crying in a movie reveals high empathy, social awareness and connection – all aspects of emotional intelligence. As such, it is an indicator of personal strength rather than weakness.

Not only was this personal validation for breaking down watching Blue Velvet on a plane a few months back but also validation for all the words I have written or spoken in the last 15+ years about how emotion is how you build brands. Win the hearts and win their wallet.

You see, in a world where rationality often takes a backseat to our feelings, smart brand strategy is not just about appealing to minds; it's about tugging at heartstrings, creating an emotional connection that transcends the transactional.

Brands shouldn't just sell products or servives; they should sell feelings, experiences, and a whole lot of heart.

Why?

Emotionally engaged customers aren't just satisfied; they're gold mines. They're twice as valuable, and a whopping 95% of purchase decisions are emotionally driven.

That's the secret sauce right there.

But hey, emotional connection isn't a strategy you can slap on like a trendy accessory. It's a delicate dance, and if you misstep, well, you might end up with a Pepsi-sized fiasco like when they tried to convince the world you could stop hatred with a simple can of Pepsi. Bless their hearts; they tried to project unity, peace, and understanding without a solid understanding of the space. It backfired. Why? Because attempting emotional connection without credibility is like trying...instead of a clever cliche here let's just leave it as not reading the room.

So, how do you make emotion work for you?:

Stalk Your Customers:

You know, it's easy for us brand aficionados to get lost in the mystique of our own creations. We live and breathe brand identity, but here's the reality check: customers don't care about our brands the way we do. They care about themselves, their desires, their dreams. To truly connect, you need to be an emotional detective, digging into the motivations that drive their decisions.

Imagine you're Jim Rockford, and your customer is the case. What makes them tick? What gives them that emotional rush? It could be the desire to stand out from the crowd or the thrill of experiencing something new. Experts have identified ten high-impact emotional motivators that cut across all categories.

Your job? Figure out which ones matter to your customers.

So, roll up your sleeves, gather those insights, and don't just appeal to emotions randomly. Be strategic. Identify those emotional triggers where your brand can play a credible role. Then, and this is the secret sauce, consistently deliver experiences that make your customers feel the way they want to feel. It's not just about selling a product; it's about curating an emotional journey that resonates, time after time.

Be Purposeful, To Your Customers:

Ah, brand purpose, buzzy buzz buzword. Your purpose isn't just a poster on the office wall; it's the beating heart of your organization. Now, we've all seen brands jump on the noble cause bandwagon, right? It's like they attended a 'Save the World 101' seminar and decided to wing it.

Here's the deal: your brand purpose should be a direct and relevant extension of your products and services. Take Nike, for instance. "To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete." It's not just a feel-good statement; it's a roadmap. It speaks directly to the emotional motivators of their audience, tying back to the brand's products and identity.

So, when defining your purpose, don't just aim for lofty ideals. Weave it consistently through your operations, customer experience, and colleague interactions. Make it a living, breathing part of your brand DNA. Your purpose should not just be a tagline; it should guide every decision you make, every experience you create. That's the sweet spot where brand purpose meets real, heartfelt connection.

Don't Lie:

Might sound like basic common sense, but you'd be surprised how many think it really isn't. Your word is your bond in the world of emotional branding. If you promise a magical, transformative experience, you better deliver. It's not just about your flashy ad campaigns; it's about every touchpoint, every interaction, every product and how you treat people when shit isn't working.

Your communications, decisions, operations – everything must align with your brand promise. If you say you stand for something, mean it, live it. One of my favorite examples is getting a little dated at this point but when Dov Charney owned American Apparel part of his brand was about hiring illegal immigrants to work in his warehouses and paid them a fair wage. He called it Legalize LA and yes I know he did a lot of things that would make people reject him as a great example but AA had a strong brand that stood for something. He made promises and kept them. Because if a brand breaks promises, you're not just possibly losing a customer; you're eroding the foundation of trust. And trust, my friend, is the currency of deep, meaningful relationships.

I don't wear Adidas. They make some things I think are pretty cool but Nike is my friend and they were my friend first and so far have kept all their promises to me. Your customers are entering into a relationship with you, and like any relationship, it thrives on trust and every now and then a little making out.

So, whether it's the way you communicate, the decisions you make, or the experience you deliver, consistency is key. Keep your promises, and you're not just selling a product; you're building a connection that withstands the test of time.