The Art of Emotional Branding

People can be intensely loyal about the brands they love and trust—just look at the vacationers who repeatedly return to Walt Disney World, the devotees who wait in line for hours for the newest iPhone, and the shoppers who get a mood boost from browsing the aisles of Target. What these consumers all have in common is an emotional connection to their chosen brands, which keeps them coming back again and again. Follow these tactics to foster a similar affinity for your brand in your own customers and create business you can count on for years to come.

Appeal to them personally

To build a following of dedicated customers, you need to do more than simply market your products and services. Instead, try to position yourself as an aspirational resource that taps into their wants and needs, values, and visions of themselves. Consumers are more likely to emotionally connect with brands that can help them solve their problems and achieve their goals—whether it’s building a better future for themselves, bettering the environment, creating a beautiful home, or enhancing their health and well-being.

For instance, Coca-Cola and McDonald’s don’t just sell tasty sodas and burgers; they promote the idea that their products can make you happy or lead to meaningful moments with family and friends. Similarly, Nike’s swoosh logo and “Just Do It” tagline inspire confidence to pursue and reach your goals, whether athletic or personal.

You could also connect to specific age groups by deftly reminding them of past good times. Rakuten did this by featuring actress Alicia Silverstone in a Super Bowl ad campaign based on scenes from her 1995 movie Clueless, as did Pepsi by creating a new logo that’s reminiscent of one of its classic versions from the 1980s. This type of nostalgic marketing can be a powerful way to boost your brand since it can quickly generate a meaningful connection at a deeper level.

Value them

People are more likely to develop a fondness for your brand if you treat them as important individuals instead of merely as customers. Strive to show you appreciate their patronage in everything you do—avoid impersonal robocalls, ensure each interaction is unique and genuine, and provide convenient ways for them to connect with you, such as by phone, email, or social media. Also, take a close look at your customer experience from start to finish to find ways you can make it as pleasant as possible, including by simplifying your website’s navigation and online-ordering process. And continue to give your customers value after the sale; for instance, you could offer tips via email or social media on how to get the most out of your products and services. If you can demonstrate that you want to do more than just sell a product or service, your customers may appreciate that and become more enamored with your brand.

Be real

As people can only connect with a product or service so much, try to show off your brand’s personal side. You can do this by sharing authentic stories about your brand in your marketing and advertising and through your social media—post behind-the-scenes looks at your operations or highlight the dedication of your employees. You’ll also want to share heartfelt testimonials from your clients and repost their videos, reels, and other relevant unique content, which can help strengthen their relationship to your brand.

Build a community

Wanting to be part of something larger than yourself is a common human trait, and this type of connection can have a great impact on an individual’s happiness and wellness. So if you can provide your consumers with membership to a vibrant community, it can help you stand out from the crowd and cement their loyalty.

Start by identifying something your customers care about or a lifestyle that speaks to them, then find ways to align your brand with it. For example, apparel brand Bombas donates new clothing to homeless shelters for every purchase, and Patagonia encourages its customers to think environmentally by teaching them through its Worn Wear program how to repair their own clothing to make it last longer. Once you’ve implemented your ideas, you can use your messaging and social media to attract like-minded individuals and grow your following. By building their trust, you can create a truly dedicated tribe whose members will continuously support you and eagerly spread positive word of mouth about you.

Now more than ever, consumers want an emotional and personal connection with the products and services they use. If you can create such a bond, you may effectively bolster your reputation and increase your base of dedicated customers.

TAKE ACTION:
Identify several ideas for authentic social media posts about your company that could connect with your target audience.