5 Emotional Branding Tactics To Engage Your Audience
|5 Emotional Branding Tactics to Engage Your Audience|
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 OnAccording to consumer behaviourist Barry Feig, there are 16 different emotional triggers you can target with your branding and marketing campaigns:
- Excitement of discovery
- 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
Promote Your Brand Values Through Your ConsumersIdentify 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.
Trigger Positive Emotions Through ColourColour 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.
In this campaign, Virgin uses the colour purple to represent exclusivity, imaginativeness and luxury while still using their trademark humorous tone.