What is emotional branding?

Having a thoughtful spokesperson to represent a company publicly is one way to create an emotional brand.

Emotional branding is a concerted effort to design a company’s or product’s advertising in a way that emotionally appeals to consumers. Rather than purely intellectual factors such as a product’s price or efficiency, consumers’ deep internal drives are driven by this type of advertising. As such, most campaigns are not simply looking to get an emotional response, but rather to convince the customer that the product will meet their emotional needs.

Emotional branding can cater to the desires of different age groups.

Often, the first step in emotional branding is developing a brand personality. Consumers, in general, don’t connect with a company’s logo or slogan. They do, however, respond to the portrayal of human personality traits. Using a spokesperson, for example, can often personalize a company. If that representative is caring or empathetic, these characteristics are often attributed to the organization.

One form of emotional branding is to link a product’s profits to different types of research, such as for cancer treatments.

Another way to develop emotional branding is through shared commitments to social causes. When a company shows that it supports a cause, a potential consumer who also supports that cause is more likely to buy from that company. Generally, great care is taken with these types of marketing techniques to avoid the appearance of arrogance or insincerity. As such, charitable contributions are usually accompanied by voluntary service by company employees. In cases where a company wants to appear more environmentally friendly, energy saving and recycling programs can be established within the organization.

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Once an organization develops a likeable personality and creates shared interests with its customer base, it needs to create an emotional need for its product or service. This is usually done by inclusion. For example, if a company has developed its emotional brand to include the personality trait of generosity, it is assumed that a person who does business with that company is also charitable. As such, individuals who feel an emotional need for kindness are more likely to buy from this organization.

The need to be physically attractive is a common emotional desire that is often addressed by emotional branding. Using an attractive spokesperson is a powerful tool in this case. Advertisements for products such as slimming products and cosmetics often assume that the customer will attribute the spokesperson’s attractiveness to using the advertised product. In theory, these individuals will buy the product on the assumption that it will also make them more attractive.

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