Emotional branding is the process through which a relationship is formed between the brand and the consumer, appealing to their feelings. This is achieved through the creation of content that affects the emotions, needs and desires of the target audience. It is proven that 80% of the time, the user chooses based on her emotions.
Advertisements
However, the process of connecting emotionally with the audience is complicated, because the consumers themselves may not be aware of their emotions. Often times, the feelings of the clients do not coincide with the reasons for which they make decisions. Furthermore, emotional connections to products (or services) are not uniform or constant: they vary. based on industry, brand, point of contact and subjective choices of potentials customers. Therefore, it is vital to dedicate time and effort to identify the emotions of the audience. Taking as a reference images of the corporate branding designed by Taniebrand in order to IOV Labs, we tell you some details so you can give life to your project.
Advertisements
Emotions are subjective reactions that we experience when interacting with the environment. They arise from an external impulse, which can be produced from spaces, memories or objects. This impulse is combined with the inner states of the person, such as the desires or needs of her and, thus, the emotions are produced.
As we know, these can be positive or negative, depending on the result of the combination between the external and internal impulse. Thus, for example, an object from childhood can generate a positive or negative feeling, depending on the experiences that we associate with it.
Advertisements
Stefanie Ambrois, creative director of TanieBrand, explains that the sensations and feelings generated by a product, its name or brand image are the elements that really sell. The user chooses, most of the time, based on the emotions caused by the product / service. When choosing a product, it is proven that what is sought is emotional fulfillment, beyond the satisfaction of material desire.
Advertisements
This is why emotional branding concentrates its efforts on connecting with people and, to achieve this, prioritizes the user experience. That is, you want the product or service you offer to make the customer feel good. In addition, it is intended that people, once they have approached the product, can reinforce the brand by recommending it. Since the famous "word of mouth" is much stronger than any campaign. This happens because people trust other users more than what a company can say about itself.
Advertisements
To define the emotions of customers and be able to connect with them, it is necessary to analyze what are the main feelings that motivate the audience of a brand. For example:
- "Stand out"
- "Have confidence in the future"
- "Enjoy a feeling of well-being"
- "Protect the environment"
- "Transcend"
- "Feel safe"
These emotional motivators are some examples of the feelings that trigger the audience's response. Customers are seen as emotionally connected to a brand when it is aligned with their deepest desires and motivations — most of the time unconscious.
There are many factors from which you can connect with customers, but, if what we seek is to generate emotions, our greatest ally will be the senses. These are the greatest memory stimulants, therefore, the best way to make an impression on the public will be through them.
Colors, for example, constitute one of the brand's first approaches to the customer: they convey feelings, generate emotions (conscious and unconscious), are part of the collective imagination and even dialogue with the individual experiences of each subject.
A investigation conducted by CCICOLOR - Institute for Color Research, reflects that consumers make an unconscious judgment about a brand within 90 seconds of initial viewing. And, between 62% and 90% of that opinion is based solely on color.
As we can see, the choice of a brand's color is a fundamental element that reinforces both its personality and the qualities of the products / services it offers. Therefore, when planning and designing a corporate image, it is essential to choose your color palette. These must be in tune with the emotions and values that the brand seeks to convey.
Nor should we neglect the meanings attributed by color in each region of the planet, since they can vary greatly depending on where they are used.
In the West, for example, the color assigned to mourning is black, while in the countries of the East, white fulfills this function. The color red, on the other hand, is commonly associated with luck and prosperity throughout Asia and in Western societies it can represent love, passion, or even danger.
Therefore, it is important to keep these differences in mind when addressing our target audience as part of a marketing strategy. Although it cannot be said that the specific use of a color will help to achieve success, there are relationships between color and its perception that we can use to our advantage.
When giving life to the brand, it will be essential to plan all the details to be able to leave an impression on the audience. Carefully choosing colors, fonts, messages, and the overall brand "feel" is a step that should not be underestimated or skipped. Appealing to emotions is, without a doubt, a strategy that creates loyal and lasting consumers over time.
