“Conversation with customers will increase sales, even if the product or service is never mentioned.”
– George Farris
Have you ever wondered what the secret to customer loyalty and engagement was? How to make customers fall in love with your brand? It has a lot to do with creating a bond between your brand and customers, making them feel good about identifying with and purchasing your product or service.
Brands want to remain at the forefront of their customers’ minds and hold a place in their hearts that helps elevate them above the competition. This is mainly done with emotional branding and driving human connection.
What is Emotional Branding?
Emotional branding is a term that encourages action from your customers by appealing to their emotions. Human emotions can be complicated; however, people are hardwired for emotion and often base their decisions on sentiment—this makes emotional branding one of the most powerful conversion tools a company has at its disposal.
Emotional branding focuses on more common emotional traits and needs, such as boosting a customer’s ego, promising relief from negative emotional states, or meeting their basic needs.
Implementing emotional branding into your marketing strategy will give you an edge against the competition and help you more easily convert leads into paying customers.
Understanding Your Audience’s Psychological Needs
A keen understanding of what drives your customers can help your brand develop the right personality to connect effectively with them. For example, if you sell organic, healthy food items, your customers may be health-focused or environmentally driven.
This would give you a prime opportunity to use storytelling to engage their health concerns while highlighting that their support for your brand will help the environment.
As you consistently reinforce this message, customers’ emotional connection with your brand will become stronger. It’ll lead to more loyal paying customers and higher conversions for new customers who are just now familiarizing themselves with your brand.
Emotional branding is not only about creating an image for the brand or an advertising message but about cultivating a genuine bond between the customer and your brand.
As technology accelerates and impacts every aspect of our lives, storytelling through traditional marketing, especially social media, presents the most significant opportunity for brands to create emotional bonds.
This is because while people may not remember the message or ad they saw, they’ll subconsciously recall how they felt, tying those strong felt emotions to your brand.
People who are proud to show off and tell others about the brand they identify with have created a robust and lasting bond with your brand.
Is your business using social media’s full potential?
At Brieffin, we use our expertise to unlock everything social media offers your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.
Our Moment of Bliss
Enjoy a coffee and the sounds of “Outgrown” by Monolink. More to listen to on our Spotify Playlist.
