The use of emotions in developing awareness or attracting potential customers is an age-old method used by the marketers and sellers of the different eras. You can review the history of marketing for many such examples. Marketers used different types of emotions like joy, surprise and even fear in their marketing and advertising strategies to evoke an inclination towards their brand or product offerings. One of the classical examples of emotional branding is used by the ‘father of modern advertising’ Thomas J. Barratt in promoting Pears Soap. He used the painting of J.E. Millais’s grandson with the caption of bubbles. This particular advertising used the emotion of joy and innocence targeted for middle-class children group. Nike’s ‘find your greatness’ and Dove’s ‘Real beauty sketches’ campaigns are some more examples of successful emotional branding strategies.
So what do you think about the success of such campaigns? One thing is for sure that these brands used one of the six emotions that can better communicate their brand. Tell me if you can recall some 10 years old campaigns still fresh in your mind. The elements and emotions used in the campaign still have the power to reconnect with you. They can either make you smile or can make you weep with happy or sad tears. Thai Life Insurance’s ‘Unsung Hero’ ad is one such example using emotional branding making viewers shed happy tears. Marketers used emotions not just to enhance their brand name or attract customers. It plays a big role in building long-term relationships and loyalty between the brand and the customers.
Just think how you cherish the joyous moments in your life even after a gap of many years. Think how a bad experience in past can cause a fear in your heart that still send tremors when faced with similar circumstances. The basic mantra of using emotional branding is to tug the heartstrings of the customers, how the emotions and needs mingle together to create a likeness and necessity for the customer. I know it boggles your mind thinking how to connect all the dots. If you are given to work on emotional branding in your marketing assignment you need to think out of the box. Of course, you need to follow the basic instructions provided by your teacher but you need to do more if you want to increase your grades.
Irrespective of the nature of the product/service you first need to identify how your product will emotionally connect with the target group. As a potential customer, you will always seek for the USPs in a brand while making a purchasing decision. Now think as a customer how the USPs of the brand will make you feel. Will the brand/ product bring you the benefits and joys of using it? What do others say about this brand? How much will you accomplish with your goal after using the brand? As a customer, you will always go for the positive vibes from the brand rather than the pains you may face while using the brand. Remember to keep these basic points while you are writing about emotional branding.
Applying branding and needs theories in the content is usually described in most of the marketing and advertising assignments. You cannot avoid applying theories and models as they support and validates your explanations in your assignments. You can twist your grades by touching the core requirement in emotional branding. If you are working with an already established brand then you need to focus on the concept of perception and intimacy as well. Take Nike’s example for instance. Their emotional branding strategy focussed on ‘Heroism’ was an effort to build customer loyalty. An emotional branding strategy for a new brand in the market, however, can be a hard nut to crack but can still work wonders if executed properly.
Remember to elaborate all the features and benefits of the brand that can emotionally connect with the customers. Today’s digital world has already created a vast platform for connecting to people anywhere in the globe for increasing business and social networks. You must ensure that your emotional branding strategy stands out amongst the clutter of similar strategies to win and engage people’s interests in the long-run.