Emotional branding is an advertising strategy that aims to establish an emotional connection with the public, that is, it aims to strengthen the link between the company and the client through emotions without reason, thanks to it it is possible both to humanize the product and improve the connotations associated with it.
Specifically, the word branding is used to refer to the process of branding, it is the management of everything related to the name of a brand and its corresponding logo or symbol, these factors directly and indirectly affect the value of the brand and customer behavior in relation to it.
- Therefore.
- Having a strong corporate identity and a good position in the market can facilitate obtaining a stable and secure source of income.
- In addition.
- It can help you outperform direct competition and stand out in the minds of your buyers.
Emotional branding uses a number of marketing strategies and resources to connect with audience emotions, in fact, if you think about your purchasing decisions, both impulsive and thoughtful, you’ll find that they’re largely determined by your emotions and feelings.
Those who rely on the emotional brand believe that what it actually sells is the emotion of the product, the feelings and feelings generated by the brand or image, so the goal of this type of strategy is to penetrate the heart of the target audience. .
Therefore, when creating the brand it is essential to integrate emotions into the marketing plan, which is the main objective of emotional branding. Therefore, it is important to keep in mind that the consumer is not only trying to meet their needs, they also want to feel good.
Do you want to implement this type of strategy in a company’s marketing plan?Here are some keys to getting it:
One of the best examples of the principles of emotional branding is one of Dove’s most recent campaigns, a self-esteem ad called Portraits of Real Beauty, with which the company has achieved much more than the goal of spreading its digital platform. 50 million people watched Dove’s video within 12 days of its release.
Currently, the Real Beauty Sketches video has been viewed more than 180 million times and managed to sympathize with millions of women who felt pressured by the high standards of beauty that exist, so this campaign allowed users to associate strong emotions with the company. Products.
On the other hand, apple is arguably one of the leading brands in this type of sales strategy, recently, Apple has been surpassed by Google as the most valuable brand in the world, but has remained a world leader for many years. To its designs and excellent features, Apple’s success is intimately linked to its communication based on empathy and intimate connection with consumers.
Another example is Starbucks, whose high level of popularity and acceptance, despite its prices, is because its communication focuses mainly on the inspiration and development of the human spirit.
Decidedly, all these brands have invested a lot of time, money and the work of many marketing teams in the development of advertising campaigns based on an emotional brand image, so they have positioned themselves among the most valued companies in their sector.