5 Emotional Branding Tactics To Engage Your Audience

5 Emotional Branding Tactics to Engage Your Audience
5 Emotional Branding Tactics to Engage Your Audience
Building a loyal following as a brand takes time, hard work and commitment - but what makes consumers fall in love with a brand? The answer is simple; building a relationship with your audience. Some of the world’s largest companies such as Apple and Nike have achieved huge levels of success by using emotional branding tactics to engage with their customers on a much deeper level. Here are 5 ways in which your brand can benefit from emotional branding.

What is Emotional Branding? 

Emotional branding consists of building a brand that directly appeals to a consumer’s emotional state, needs and aspirations. It then aims to leverage these features of consumer psyche in order to convert them into long-term loyal customers that are fully engaged and committed to your brand/products. Emotional branding should trigger a buying response that is greater than just a need and is due to a deeper desire.

Basic Emotional Triggers to Focus On

According to consumer behaviourist Barry Feig, there are 16 different emotional triggers you can target with your branding and marketing campaigns:
  • Excitement of discovery
  • Revaluing
  • Family values
  • Desire for control
  • I’m better than you
  • Desire to belong
  • Fun is its own reward
  • Poverty of time
  • Self achievement
  • Desire to get the best
  • Sex, love, romance
  • Nurturing response
  • Reinventing oneself 
  • Make me smarter
  • Wish fulfilment
  • Power, dominance and influence 
Incorporating just one of these into your branding is a great way to tap into your target audience’s emotional needs and desires.

Promote Your Brand Values Through Your Consumers 

Identify the strong, core values that are important to your brand and ensure that you exemplify these through social media, marketing campaigns and email subscriptions as well as your branding in general. For example, Disney promotes happiness and family values with their branding by positioning Disneyland as a magical place for families and people of all ages. Think about your target audience, what is important to them? Work your branding around their emotional needs and wants.

Promote Your Brand Values Through Your Consumers

Trigger Positive Emotions Through Colour 

Colour has a huge impact on consumer’s decisions in general, with 85% of people claiming that colour is the main thing that attracts them towards purchasing a product and colour also increases brand recognition by 80%. However, using colours to gain an emotional response can be even more effective if executed correctly. Start by identifying the different connotations colours have, for example yellow represents happiness, black promotes power and luxury while red is associated with excitement and lavishness. Use colours to capture the attention of your audience and include colours that are recognizable for your brand, but also evoke certain feelings.

Trigger Positive Emotions Through Colour

In this campaign, Virgin uses the colour purple to represent exclusivity, imaginativeness and luxury while still using their trademark humorous tone.

Form Relationships With Your Audience 

Everyone in the marketing industry knows the importance of engagement in terms of building a loyal following and fan base, which is why forming relationships with your audience is key. Use social media to your advantage by creating hashtags for users to get involved with, reply to their comments and share their stories. This will not only position your brand as relatable but it also represents you as customer-orientated allowing consumers to feel considered, included and valued.

Use Humor in Your Campaigns

Humor is a great emotionally-driven way to reach out to your audience, as it can help you establish trust, trigger an emotional response, create a positive relationship with customers and also make your brand stand out among competitors. 72% of customers surveyed also claimed that they were more likely to buy from a brand if their image was humorous. Innocent’s recent campaign is a great example of the use of humor paying off. They created a ‘fake’ conker milk drink to promote their new milk-alternative range, and then had to take to Twitter to advise people that conkers aren’t actually edible, the drink does not exist and the whole thing was a joke. The result? A ton of engagement, lots of laughter and a memorable campaign that positioned the brand as light-hearted, humorous and likable.

Use Humor in Your Campaigns
Use Humor in Your Campaigns

Use Emotion to Connect With your Consumers

Some of the most memorable campaigns, adverts and brands are usually based around messages of sadness, joy, comfort and joy. John Lewis are a great example of a company that repeatedly uses this concept of emotional branding in order to gain an emotional response to their product/brand. They even use each year’s renowned Christmas advert to shine light on a specific charity making them even more relatable and powerful, while also focusing on the seasonal value of ‘togetherness’ and generosity. Take their 2016 ‘Man on the Moon’ campaign which raised awareness of loneliness and isolation by telling an emotional tale featuring an elderly man and a young girl as an example.This paired with heartwarming music and a happy ending triggers an emotional response, which is something John Lewis are known for nailing year on year.

Use Emotion to Connect With your Consumers

Author Bio

TIC Finance are specialists in providing property funding solutions and stopping house repossession across the UK.
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