There’s a reason why experts say without brand awareness there’s no way a business can achieve sustainable growth. Branding isn’t just about simple recognition and recall. It’s often about associating a particular emotion with a product, service, or business.
Whether positive or negative, emotions can be powerful guiding voices in a buying decision. Unfortunately, learning how to appropriately implement branding emotions into your marketing plan can be easier said than done. That’s why we made this guide.
In it, we’ll help you learn more about the concept of emotional branding. Then, we’ll give you some strategies for incorporating them into your marketing strategy.
What Are Branding Emotions?
Branding emotions refer to emotions that are evoked by marketing that create a closer relationship between the customer and a company’s brand. Typically, these are a wide range of positive emotions.
For example, your marketing might provoke joy, arousal, or excitement about the idea of your product or service. It can also rely on more complicated emotions like nostalgia. Not all branding emotions are positive. Another example, some marketing might present a problem that results in sadness.
However, the brand is there to make everything better. Or they might create a scary situation that makes people feel fear. Then the brand comes in to solve the problems created by this emotion.
Emotions influence decision-making. Studies often draw a clear line between our emotions and the decisions we make when online.
If done right, emotional branding has the potential to affect the subconscious mind of your consumers and create a lasting connection with your brand personality.
How Do You Elicit Emotions With Your Branding
One of the most popular ways to evoke emotions is through storytelling. The best way to implement storytelling typically depends on your business and the product or service you’re trying to sell.
Another way is through careful copywriting techniques or evocative images. We recommend sitting down and brainstorming some of the emotions that typically arise when you think about your product or service.
Work With a Professional to Master Emotional Branding
You might be tempted to try and save some money by trying to create branding emotions on your own. However, we recommend fighting this instinct.
If you don’t have the proper education or experience, it can be a challenge to create these emotions. This can lead to a serious waste of time. In some cases, it can even blow up in your face.
For example, you might try to use a sensitive subject to elicit emotions. If not handled correctly, you might offend your customers, which can cause you to lose business.
Instead, we recommend reaching out to marketing professionals with a proven track record of dealing with branding emotions.
Need Help With Your Marketing? Contact Enfuse Creative Design
We hope this guide helped you learn more about how to go about branding emotions. Here at Enfuse Creative Design, we’ve seen a lot of marketing trends come and go since our inception back in 1997.
However, throughout all the gimmicky trends, emotional branding remains one of the most effective ways to appeal to consumers.
So if you’re ready to improve awareness around your brand, get in touch with us today to learn more about how we can help.