Wearing your heart on your sleeve may not ring a bell when you think of brand building. However, emotions play a critical role in developing a brand sustainably and making an indelible impression on the customer’s mind. In the digital age, where the consumers have easy access to a plethora of information and a significantly reduced attention span, cutting through the noise is more critical than ever. This is where tapping into emotions of consumers can help a brand stand out from the rest as our brains are designed to connect the most with compelling stories.
How emotions help to drive a brand?
Remember when Coca Cola revamped its campaign to reach out to the hearts of millions and launched the ‘Taste the Feeling’ campaign? Or look at the branding of any automobile company and notice the emphasis on comfort and happiness? These are examples of emotional branding strategies adopted by brands. Humans are emotional beings. Research has shown that when consumers make a decision about a brand, they use their emotional intelligence rather than facts and information about the brand. Therefore, connecting emotionally with consumers is the best way to reach them. As a consequence, a brand with more emotional intelligence is bound to boost engagement and ROI. Emotions mark the beginning and the end of a relationship between the customers and a brand. It is the factor that determines brand loyalty. Emotional branding can also help a business to increase awareness about the brand and enhance its performance. In short, marketing efforts that appeal to the raw emotions of humans are guaranteed to pay off.`
What do emotions mean for a brand in the era of digital transformation?
The digital age has made it easier for brands to persuade customers on a deeper personal level. You have to be where your customers are. When you design a brand campaign to elicit a million-dollar smile from the customers, chances of resonating with the customer are much higher. This is now much easier with social media and mobile phones that allow the brands to connect with consumers on a constant basis and show them the real people behind the brand, fostering an environment where emotional connections can flourish. Going digital has made it easy for brands to humanize and personalize conversations and deliver a tailor-made message to the audience. At the same time, consumers have also gained an excellent opportunity to speak to the brand directly.
Modern marketing and emotional branding?
Modern marketers have an arsenal of digital tools at their disposal to focus on the key emotions of the target audience and send a strong message about the brand. It also allows a brand to use emotional technology – a marriage between emotions and digital technology- to further marketing efforts. The emotion recognition technology is burgeoning at a rapid pace and is predicted to become worth USD 65 billion by 2023. Brands and businesses will now have the opportunity to gather emotional insights through this technology and use it to influence the decision-making of their customers, thereby bringing brands and consumers closer than ever before.
The article was original published on ET BrandEquity by me on 15th March, 2020