Creating Bonds Through Emotional Branding
Alone we can do so little; together we can do so much.Hellen Keller
Making audiences fall in love with brands is an old marketing practice that, in the past, only a few managed to achieve.
Competition grows exponentially and, with it, new ways and tools for marketing products and services continue emerging. And this has changed the way in which we all communicate for good.
Social networking has grown fast in the last couple of decades. This growth has forced creativity, innovation, and interaction to go a step further in the new marketing advances. Brands not only want to remain on the “top of mind”, but move further to a “top of heart” place.
Emotional branding looks for audiences to get hooked.
But why all the efforts to touch people?
People are hardwired for emotion, sentiment, passion, love. People make decisions based on feelings. Passion encourages. Love, well, let’s just say that “Love makes the world go round.” People are pushed into action when an unconscious desire is triggered by emotion.
So, what is your brand personality?
The days of delivering plain advertisements are now long gone. Customers have become harder to attract and keep, and there are way too many factors competing, bringing into the spotlight one indispensable key player for building long-term relationships: creating experiences.
Traditional marketing and advertising practices are still an important part of the overall promotional strategy of a product or service, but combining these with emotional branding is what makes the difference in terms of reach and recognition. Telling stories that people can relate to; making them experience a feeling of bonding.
We all have learned the importance of linking brands with values.
Human emotions can be complicated, and so are the times that we are living. Technology has played a crucial role in this tireless pursuit of improving our lifestyles and creating bonds. Although we can be in touch with people all over the world at any time and any place, we have also distanced ourselves from traditional human contact. We now choose instant messaging over a phone call or a video call over a conventional face-to-face meeting. Even more so today.
Emotional stories have always been around, but the difference now is that they can be delivered instantly to people’s homes, and hands, giving brands, and people, an unmatched opportunity for bonding.
Our Moment of Bliss
Today we’re getting away with an amazing classic by “The Cure”. Listen here or there: on our Spotify playlist