As a branding expert, I have seen firsthand the impact that emotions can have on a brand.
Brand emotions
are the main reactions to your brand, and they are what you want your audience to feel. It is crucial to make your customers feel these emotions every time they encounter your brand, whether it's through visual elements like fonts, colors, and logos, or simply through your brand's message. There are various types of brand emotions that can be evoked, such as happiness, trust, hope, and more. Warm and relaxing brand sentiments can make consumers feel a sense of calm or peace, while fun and optimistic sentiments can make them feel cheerful and playful.For example, the brand Hallmark is often associated with warmth, while Disney is known for its fun and joyful image. Emotions can also be used in a different way to create a sense of optimism and energy. This type of emotion makes consumers feel like they are experiencing something special. Brands that evoke this feeling can make consumers feel a sense of euphoria and living life to the fullest. For instance, MTV is a brand that many teens and young adults find exciting. On the other hand, some brands focus on creating feelings of security and comfort.
Insurance brands often convey feelings of safety, as does the car brand Volvo. By using emotional branding, these brands are able to alleviate any worries or concerns that consumers may have had otherwise. The type of emotion you choose to focus on will depend on your product or service and your target customer base. To give you some inspiration, I have asked 15 members of the Forbes Communications Council to share the most effective examples of emotional marketing they have seen. Let's take a look at some of these examples and the lessons that other brands can learn from them.
Patagonia: Combining Technology and Philanthropy
When technology meets philanthropy, Patagonia evokes a sense of responsibility, and its customers identify with the company's commitment to the environment.By fighting to conserve open spaces, tear down dams, and restore the environment, Patagonia has created a loyal base of customers who will unwaveringly support its brand.
Petcube: Bringing Joy to Pet Owners
Petcube's interactive pet cameras bring joy to pet owners by allowing them to interact with their pets wherever they are. The brand's marketing shows pet owners laughing and smiling while playing with their pets through their smartphone apps. The emotion is in the name itself, as the brand's name combines the words “pet” and “cube” to create a playful and fun image.The Calm App: Promoting Relaxation and Well-Being
The Calm app guides users through guided meditation and gentle stretching to help them relax and sleep more easily. The brand uses relaxing gradients and soft fonts to carry out its mission of promoting relaxation and well-being.By creating a calming and peaceful image, the brand is able to connect with its audience on an emotional level.
Google: Creating a Sense of Community
Google's Year in Search campaign aims to create a feeling of a search-based community by summarizing the most searched phrases for each year. Despite often including polarizing search topics and events, Google always makes sure to highlight the important moments that brought the world together. This creates an emotional connection between users and the brand.The Power of Neuromarketing
As an expert in neuromarketing, I know that emotions are fundamental to effective marketing because of their influence on the subconscious. In fact, nearly 50% of the brain is dedicated to visual processing.This is why it is crucial for brands to pay attention not only to their visual identity but also to elements like logos, fonts, colors, depth, and movement in order to optimize positive emotional experiences. Brands have even become political powers with increasing influence on people and social relationships. Fair trade, human rights, fair conditions on production lines, and environmental protection all play a decisive role in the image of a brand. By creating an emotional bond with their customers, brands can build trust and loyalty, ultimately increasing the reach and value of their brand.
Using Emotions to Reach a Wider Audience
There are various ways in which brands can use emotions to reach a wider audience. For example, they can use colors, music, guerrilla marketing, influence marketing, or viral social media campaigns to generate emotions and connect with their audience.By interacting with their users, brands can make them feel more personally connected and evoke more emotional reactions. While many companies focus on building their brands as an art rather than a science, some are now looking for ways to adapt their branding strategies to influence customers on a psychological level. This tactic is known as neuromarketing and involves using emotions to drive buying decisions. In fact, emotions are behind 95% of all buying decisions, making pathos one of the most important aspects of emotional branding.
The Success of Apple: A Cultural Phenomenon
Apple's success is a prime example of the power of emotional branding. The mere mention of the brand name brings up images of sleek design, innovative technology, and a loyal fan base.This is all thanks to Apple's ability to create a cultural phenomenon through its emotional branding strategies. By constantly adapting to meet the needs of new generations while remaining relevant, Apple has built a strong emotional connection with its customers. In conclusion, emotions play a crucial role in branding and marketing. By understanding the power of emotional branding and using it effectively, brands can connect with their audience on a deeper level, build trust and loyalty, and ultimately increase their reach and value. So, don't underestimate the power of emotions in your branding strategy – it could be the key to your brand's success.
