Emotional branding is one of the ways top brands have won consumers’ trust. The likes of Nike, Adidas, Airbnb, and Always have used emotional appeal to win customers. Consumers have high emotional appeal not just to big brands like Google but also small brands who can use it perfectly. The major aim of emotional appeal is to shape consumers’ feeling, thinking and relationship towards your brand.
In this article, we share 5 ways to win customers through emotional branding.
Use Emotional Identity.
Use bold visuals, copy, logos, fonts, colours, depth and movement to trigger consumers emotion. The human brain is good with processing power which can trigger emotion.
Personify Your Interaction.
Consumers like to associate with what they have experienced before, so when you are trying to win consumers personify it. Create options for personalization and use targeted sales and marketing techniques to make interactions that desire is tailored to every individual user.
Influence Engagement.
When you are using emotion to win consumers, work with a brand ambassador can trigger their emotion. For example, a Twitter influencer can write an emotional thread on Twitter on how she has been able to survive cancer just to create awareness for breast cancer.
Make Your Users Comfortable.
Be consistent and ensure you use identical colours that are appealing so that users won’t get confused.
Be Prompt With Public Relations.
Timing is important when responding to large issues, and consumers appreciate a quick response when companies make an error. Recently, one of the fueling stations of an oil and gas company in Nigeria had a water spillage due to water contamination, immediately it happened and people took to social media to announce it, the oil and gas company swung into action by rectifying the damage. The company apologized, took all the cars that were affected by the water contamination for an immediate check-up and the cars that were in the fueling station to another branch in the same area and fuel them at no cost.
Emotions create loyalty, long – life for branding and marketing in business.
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