Emotional Branding- From Heart to Cart
Emotional branding is an emotional connection with your customers, the term is used in marketing refers to the process of building a brand that appeals to a consumer’s emotional state, their needs and aspirations.
Emotional branding must be a part of your marketing strategy and should be there at every stage of the customer journey to relate to every aspect of your business. The strategy should be in-charged of making a user experience that feeds the emotion as well as feeds off emotions. It’s important to understand the seven types of emotional branding before you set out on your strategy.
In particular, Mariano Rodriguez from Law Rank pointed out that “If you want to make people share and buy, improve your PPC campaign through the use of emotional advertising. This is an effective way to drive your campaign goal.
People often expect instant gratification in many aspects of their lives, even if they are negative. The sense of urgency in your message always makes people get this right now. It is important to include words like today, now, within 24 hours, instant access, etc. These are important aspects of emotional advertising. Here is a good example of this practice from Policy Bazaar who persuades people to buy an insurance policy and secure the life of their loved ones. All the advertise create an instant impact on the mind of viewers to buy the insurance policy for a better future.
Many brands want their customer to associate their brand names with smiling, laughing and positivism. Based on this study, the most-shared articles of the Times of India were positive and had emotional appeal. When creating emotional ads, keep in mind that positive advertising can help you get more engagement and increase sharing.
For example, the WhatsApp “It’s between you” promotion in 2020 is a powerful example. The basic concept is delivering happiness through a messenger and makes your presence feel to your loved ones with WhatsApp.
Fear is a good marketing tool to make people loyal to a brand, a product or a service. Fear makes people investigate some areas carefully and showcase warns of dangers that we can lose something if don’t take measures. Fear helps us grow and prevent people from bad behaviours like alcohol, drugs, abuse, poverty, smoke, etc.
For example, the HCG hospital ad by Ogilvy uses fear in advertising to increase awareness about the harmful effects of smoking. The image clearly shows that children inhale more air than adults, absorbing more toxins. Put out the fire.
Nowadays trust is one of the most effective triggers in emotional marketing, and many brands try to jump on the trust board in their ads. Before customers trust and buy from you repeatedly, you should persuade them to trust you, by the use of emotional appeal advertising.
India’s most trusted brand in dairy products is AMUL. All their campaigns are a massive hit and the quality of products has gained them in the list of most valued companies in the Nation.
Every person wants to belong to a group, a community, a family or a social network. The feeling of belonging helps customers satisfy their key psychological needs. Many companies use this emotion to make customers feel part of a particular group.
Especially, it is widely used in the sport. It is a great place to show the feeling of belonging in action. Amazon India‘s campaign “Apni Dukkan” is a perfect example of this emotion. Customers can rely on Amazon when it comes to easy and hassle-free returns and they can buy and return any product as it is their own shop.
People are easily influenced by messages that make them feel guilty. Many non-profit organizations use this trigger in their advertising campaigns. They can be very effective and don’t have a negative thing. The Ariel Matic campaign is a good example. The message of guilt positions the brand as the solution to current consumers’ issues. They portray a strong message that laundry is not only the mother’s job, everyone should contribute to the household duties, it’s a strong message for the nation, household duties hold up for equality as well.
Using anger in ads makes people upset or annoyed about things like politics, environmental issues, political candidates, etc. Anger evokes a negative emotion that can cause negative associations. Brands that use this emotion want to stimulate people to solve important questions and reconsider our perspective. They want to show people the overall situation and show positivity to change it for the better.
For example, White Ribbon’s “Boys Don’t Cry” video draws attention to the impact of rigid gender stereotypes on boys throughout the life cycle. To create healthier masculinities, we need to encourage boys and men to express a full range of emotions and understand the positive difference they can make when they do. Efforts to eradicate gender inequality and all forms of gender-based violence require that we rethink harmful aspects of masculinity in order to promote healthier, peaceful and inclusive alternatives.