Emotional Branding – Types, Examples and the Science behind it

Emotional branding is the process of developing a connection between the consumer and the brand by provoking their emotions. It is a term used in marketing communication that refers to the practice of building brands that appeal directly to consumers by creating content that pleases the consumer’s emotional state, needs, ego, and aspirations.

Big brands often attempt to build their brand in a way that strikes an emotional chord with customers.

Emotional Branding Example – Johnson & Johnson is perceived as an authentic and genuine brand that can evoke trust, affection, and strong loyalty.

Benefits of Emotional Branding

  1. Differentiation from Competition
  2. Human the brand
  3. Brand Loyalty
  4. Better ROI

Emotional branding is the art of storytelling that helps a brand connect with its appropriate audience.

Coca Cola Happiness Booth.

In 2014, Coke installed five unique phone booths in Dubai labour camps that accepted Coca-Cola bottle caps instead of coins. Migrant workers could make a three-minute international call in exchange for the cap of a bottle of Coke which cost about fifty-four cents

The ad shows labourers in hard hats and reflective vests queueing up happily to use the machine for the first time in the video, as they wait. “I’ve saved one more cap, so I can talk to my wife again tomorrow,” one man tells the camera. More than 40,000 people used the machines and made calls.`

This Dubai ad was created by one of the local agency called Y & R Dubai. It belongs to a series called “Where Will Happiness Strike Next,” which tries to celebrate people having “authentic” experiences in which they’re “surprised by something they didn’t expect.

Types of Emotions

This type of marketing is intended to personalize a brand, allowing your customers to form an emotional connection with your product or service. Positive emotions usually refer to when we think of love, happiness, and joy.

Furthermore, according to psychologists, positive emotions can range from These core values can be combined with multiple other emotions, characteristics, and attributes to create an emotional brand.

  1. Happiness
  2. Pride
  3. Serenity
  4. Interest
  5. Satisfaction
  6. Relief
  7. Inspiration
  8. Euphoria
  9. Optimism

The science behind Emotional Branding

While many companies traditionally go about developing their brands as more of an art and less of science some companies figure out ways that can modify their brand awareness strategies to influence customers on a psychological level with a tactic called “neuromarketing.” Neuromarketing uses neuroscience in the marketing field.

Its objective is to identify how users brain’s work and how we can use that insight to promote brands at the promotional and product design level. Entailing eye-tracking studies, facial coding, and EEG (electroencephalogram), neuromarketing can examine a person’s reaction and understand how exactly a person will emotionally respond to an advertisement or brand.

Emotional Branding Best Practices

1. Focus on Emotions Through Visuals

Emotions are paramount to effective neuromarketing due to the ability to influence a customer’s subconscious mind. As a fact, nearly 50% of the brain has visual processing power.

Not only to your visual identity, but the brand must also pay close attention to fonts, logos, colours, depth, and movement to optimize positive emotional experiences.

Ronald McDonald – Ronald McDonald’s impact on Kids

2. Story Telling

Narratives and storytelling engage the customer’s subconscious mind and create an emotional connection with the brand’s story and the brand at large.

Example – Airbnb

Airbnb is a hospitality business. When the brand entered the New York market, it experienced solid resistance from the hotel business.

To create awareness among the local people it ran an ad campaign with the slogan, “New Yorkers agree: Airbnb is great for New York City”. To make an even more slashing impact, the brand created a video of Carol Williams, who was one of its hosts.

3. Personalize Your Interactions

Make the users feel happy, satisfied and important. Make the interactions feel unique and genuine. Plan for customization, along with targeted sales and marketing techniques to create interactions that feel like they are personally tailored for each individual user.

Ritz Carlton Personalization

Three Steps Of Service

  1. A warm and sincere greeting.
  2. Use the guest’s name. Anticipate and meet each guest’s needs.
  3. Fond farewell. Give a warm goodbye and use the guest’s name for a personal touch.

4. Inspire Engagement

Dominos introduced a “tweet-to-order” system for U.S. customers, which allowed users to initiate a pizza order by texting a pizza emoji. Regular engagement with your users gives them a feeling of being more personally connected to your brand and evokes more emotional reactions.

Start engaging more with your users by affiliating with influencers, sharing user-generated content on social media and replying to reviews and comments to make a lasting bond.

5. Emoji Engagement

Selling is most efficient when people understand what you’re saying. But with the growth of emojis in marketing, the universal language has numerous implications and purposes. Several companies have started to incorporate emojis in their email marketing campaigns, social media strategies, and new product launches.

Join Hands with an Influencer

Businesses earn up to $6.50 dollars for every $1 dollar that is spent on influencer marketing according to Influencer Marketing Hub. People have a tendency to trust industry experts. We have an intrinsic trait to trust the advice of an authoritative person in an industry. A very common instance of this behaviour can be observed in our daily life when we seek advice from our seniors to validate our decisions.

Example- Chiara Ferragni is an Italian entrepreneur, fashion blogger, influencer and designer. Owning a blog named “The Blonde Salad” she has collaborated with fashion and beauty brands. Ferragni was ranked first on the Forbes “Top Fashion Influencers” list in September 2017 edition.

6. Respond to Public Relations Issues Quickly

Example- Timing is very important when responding to issues of any degree, and customers appreciate a quick response when firms make any mistake.

When Johnson & Johnson had a case of tampering with Tylenol to which they responded immediately by pulling out all inventory from shelves to protect consumers even though there was no evidence of further contamination.