Consumer Behavior

Emotions Play A Huge Role In Brand Connectivity

Applying emotional marketing to build brand connectivity is a crucial way to make your target audience engage even more efficiently. The idea is that they feel identified with your brand, product, or service, creating meaningful relationships and cultivating lasting customers.

The whole idea is to use emotions like happiness, anger, fear, joy, sadness, surprise, etc., to make your brand visible to the audience and make them remember it, buy it and share it. The smartest way to use this strategy and engage the audience is by telling a story that differs from the competition and connects them to your brand in a personal and human way.

Nowadays, it’s crucial to have in mind that feelings influence consumers in their buying decision process. Many studies proved that when we buy, we do it for emotional reasons. Consequently, marketers are not able to ignore feelings anymore and use them to connect with customers and guide them through their buying journey.

When a company uses emotions and feelings to promote their brand, people feel inspired and connected, so they act guided by their heart. When making decisions, people rely more upon in emotions rather than in another type of information.

I was able to think about Simone Sinek and his concept of “Why” while writing this post. Mostly every time a company finds out there why it, involves feelings. Below you will find an example:

We are currently in the development of a project to sell quality baby clothing and accessories in Panama targeting low and middle-class families, because of the high price tags these products can have, which can make them hard to reach for new parents.

To connect to our audience using Stanek’s theory, we’ll start advertising about why we do it.

–       Why? We do it because we care about you getting the best for your beloved ones, your babies.

As you can see the company care for getting the best quality for the babies and this why creates emotions within the company and the audience.

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