The power of a brand visual strategy is to make your audience feel something. Whether that be happiness, sadness, or any other emotion, the power of visuals is undeniable.
There are many different ways to create an emotional connection with your audience. One way is through the use of brand visuals that make people feel something.
If you’re having trouble creating an emotional connection with your audience, keep reading!
What is Emotional Branding?
In a nutshell, emotional branding is the use of emotions elicited by a brand to establish a bond with its audience. By appealing to the aspirations, needs, ego, and general feelings of consumers, this emotional response is produced.
The majority of people want a wide range of items. These consist of ego fulfillment, love, emotional safety, and power. Though they are all unmet, these demands are all present and waiting to be piqued by marketing.
It has been discovered that emotional provocation is more than 50% more successful than commercials that do not appeal to emotions. When emotional advertising is done poorly, it confuses the viewer rather than making them feel anything. It’s crucial to use caution while choosing the feelings you want to evoke and doing so.
An excellent method to keep fostering that emotional connection is to run a string of emotive advertisements. Major events are frequently used by brands to produce emotive advertisements—this first tug at the heartstrings before promoting the offered product.
How to use Emotional Branding 5 Different Ways
#1 Understand the emotional triggers for your audience
Most companies sell goods and services to a wide range of potential customers. But building relationships with a diverse audience is challenging. Concentrate on engaging your consumers and prospects and use that in your branding and marketing strategies.
If you’re establishing a business and are unsure of what emotionally affects your audience, research the market and observe your competitors on social media. There are numerous ways to obtain useful feedback from your audience, and you must discover which messages are most effective with your clients and potential clients.
#2 Share sincere stories
People can emotionally connect through stories. However, simply telling an emotional story is not enough. When deciding which stories to tell, you should keep these three criteria in mind:
- Vulnerability. People prefer true stories. Real-life stories contain flaws. Tell us about the humble beginnings of your company or your challenges as a business owner. Invite your staff to discuss their difficulties. The difficulties of life are relatable.
- Legitimate. People despise made-up tales, mostly because they portray firms as being untrue. Share actual accounts from customers who have used your goods or services. Share your customer’s feedback; feedback enhances brand equity and demonstrates how your company can improve people’s lives.
- Relatability. You can share depressing tales, but you have to know when to share them. Sad stories might be effective if they are related to your line of work. Be sure that your stories connect with your brand as a result.
#3 Prioritize providing a customized client experience
In general, people don’t find generic advertising compelling. Personalized client experiences will help you attract attention and build better relationships with your target market.
Start by compiling information on your current and potential consumers, including information on their preferred brands, previous purchases, and other demographic information like their gender, age, and location. Utilize this knowledge to personalize your communication with them.
When you speak directly to individual customers it elevates their experience. Here are a few ideas on how to add a personal touch.
- Include a personalized note when shipping
- Add a personalized label to the product
- If applicable give options to customize i.e. name added
This helps your brand stand out from the competition by giving their purchases a personal touch.
#4 Create a personality for your brand
In business, personality is everything. It’s a fantastic strategy for attracting attention and building relationships.
Determine which brand personality, such as exciting, competent, smart, rugged, etc., best represents your company. Knowing the personality of your brand can help you plan how to sell and connect with your audience about it.
The next step is to develop this personality. Make sure that everything reflects the personality of your business, including the marketing and communication tone as well as aesthetics like graphic design, your company logo, typefaces, and colors.
Your brand should come out as personable and human. Don’t use a different voice when communicating or abruptly change your brand’s personality when running campaigns; instead, be consistent and avoid confusing people.
#5 Don’t forget about customer service after the sale
After a sale, a business transaction doesn’t necessarily come to an end. Never overlook customer support after the transaction. Being on the lookout after a sale demonstrates your concern for your clients even after they’ve made a buy.
Following a sale, keep in touch with your consumers. Inform them that customer service is always available to assist or address issues.
Customer relationships are forged and trust is built through after-sales support. Long-term, this can promote client loyalty.
How to Measure or Track Emotional Branding
It might be challenging to put a number on emotional responses and how they relate to increased sales. Although you might not be able to define the intensity of emotion, you can measure how it impacts interactions with the brand.
Customer engagement occurs whenever a customer shows any sort of connection with or response to a marketing message.
This may be simpler to track online. You can check out the social media accounts for the brand to see how many friends or followers they have. You may also check your website’s analytics to see how frequently and for how long visitors are reading the brand’s story.
How frequently do your email marketing campaigns get clicked on? How many people appreciate the photographs and videos of your brand? How frequently do they use your links for marketing?
All of these interactions serve as the foundation for developing an emotional bond with a brand.
Need help with your visual strategy?
We provide brand photoshoots at DogsIMeet that are customized to meet your unique requirements. We have worked with a variety of clients, including both small and major organizations.
You can count on us to work with you to get the ideal pictures that communicate the story of your company since we care about your vision. Call us at 855-772-8929 or contact us at firstname.lastname@example.org right away.