Brands that invoke emotions in their target markets tend to be very successful , according to MarketingProfs. Emotion is an extremely powerful force in business, and can drive sales and loyalties to new highs. This emotional appeal is one of the elements
Connecting to customers on an emotional level begins with a brand defining its core attributes. These aren't technical details of a product or service, but rather what the company stands for. It's important to determine this before trying to get customers excited about a brand - they need to know precisely what they're engaging with, whether it's a company that strives to help customers with self-improvement or a quirky toy brand.
The next step is to define the attributes of a brand in conversational terms. It's helpful for business owners to ask themselves what precisely they would want customers to say about their company, and begin with those features.
A clear idea of what a brand is and its essential attributes can direct a strategy to connect to customers emotionally. Marketing that tells a story can be effective in this area, as can testimonials from satisfied customers. Brands that have an emotional edge constantly demonstrate how their products and services make people's lives better, and hearing from real people can drive that message home to prospects. It's also important to know the target audience marketing should appeal to, which can also determine what kind of advertising will be most effective.
Emotional branding goes beyond marketing, however. Employees at all levels must be committed to a brand's identity and attributes, and understand what the brand means to customers. Educating employees in what the brand stands for and encouraging them to enact these values every day in the workplace can be extremely beneficial.