Emotional branding: what is it?, what is it for?, benefits

El emotional branding It is an advertising marketing strategy to make the customer fall in love and link with a brand or a product. In this article we will show you everything related to it.

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emotional branding

To really know what emotional branding means, we must first consider and explain what branding is. This term is an anglicism that defines the process in which a brand or product is presented according to a well-defined plan.

In Branding it allows to develop a product from a purely advertising perspective. It takes into account a number of important elements such as: Graphic processes, communication strategies and the so-called positioning.

During the process, the corporate image is identified by colors that characterize the company and the product. As an example, we have the Coca Cola and McDonald's brands that have color references that are easily identifiable by the customer.

Branding also considers the style and distinctive character through a slogan. This in Marketing advertising represents the market positioning of the brand or product, as a reference that is always present in the minds of consumers directly and indirectly.

The strategy comprises the following processes: Brand creation, corporate identification, positioning, brand loyalty and brand architecture. In the following link you will be able to know everything related to Business strategies.

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In the case of emotional branding, the same tools are used. However, positioning is focused on the part related to the emotional feelings and weaknesses of consumers. Nowadays the world moves through emotions, bad or good, the human being is in constant use of them.

The mind spends a lot of time using resources to give man a series of diverse factors that help him identify a situation where he feels influenced by various actions. This influence creates feelings, which can be identified through love, pain, anger, among others.

Advertising as one of the most important ways to position a product, considers that establishing an emotional Branding helps the brand to position itself as an instrument of customer need. In other words, when Branding is used taking emotions into account, consumers identify the brand immediately when they receive the relationship of the feeling that identifies it.

History

Although it is nothing new in the world of advertising. Today it is used in order to project brands based on people's feelings. The combination of a slogan with specific colors allows Emotional Branding to establish an advertising strategy.

Emotionally connecting the consumer with the brand has been a strategy that has worked since the 30s. Over time, various corporations have used this strategy in order to place their brands in an important place for certain specific consumers.

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Current era

Today, Marketing tools are based on strategies related to the digitization of processes. The client has changed the way they search for and acquire products, despite the fact that there is still a considerable group of clients, who continue to search in the traditional way.

Marketing communication of an emotional nature today can develop a brand in such a way that consumers respond immediately with actions of an emotional nature. Slogans are essential to reach the hearts of people.

An example of these are slogans such as «Direct to your meaning», «We share happiness», «Acquire it with your heart», «Search your world», in short, any message related to people's feelings. We can even appreciate how emotional branding links those negative feelings with advertising.

Development

We can say then, that all this seeks to activate people's feelings and relate them to the brand. The most interesting case is that of the Coca Cola soft drink brand, this drink has reached consumers in a way in which, without having to drink the soft drink, customers identify with it. They even go so far as not to eat another brand of soft drinks to maintain fidelity.

The user associates the brand with certain tangible values ​​or not, and directly associates it with the quality of the product. This is called brand personality. It is a strategy where the product is considered as a “brand of the heart”. If the corporation does not use it through emotional branding, it is called a “soulless product”.

Generally, companies use Branding to reach the customer using their positive feelings, very few corporations use their brands through negative emotional Branding. Or closer are products that show the logo in cold colors, such as black, white, silver, and pastel color trends.

The trust that exists between the consumer and the product becomes an almost family-type situation. In this sense, some marketing experts consider that customers do not become consumers, but rather a person.

The brand ceases to be a commercial product and becomes an additional element in people's lives. This allows the acquisition of products knowing in advance that they are of high quality regardless of their price or demand.

How to design it?

When you have the necessary tools and knowledge in matters of advertising and digital marketing, you can carry out the construction of an emotional branding project. Although it is not an easy task. In the following article you will be able to know how the Business Creativity.

The creator must have all his creativity, so that he can look for feelings related to the brand or product. Although there is no single method, it has some airs related to artistic situations.

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The idea is to reach the user's unconscious through inductive methods, serve as a reference. Likewise, some images can impress and show hidden needs in people. These techniques use the satisfaction of desires, releasing emotions such as sadness and nostalgic memories, disrupting the personal ego and self-affirmation as factors that touch the heart, serving in turn as strategies.

With this, an immediate emotional response is sought, where each person feels identified and can think that the product can really modify or activate those feelings and emotions. Large advertising companies carry out detailed studies regarding the sociodemographic condition in some places.

This allows directing the brand towards those areas, where one type of emotion is also considered to be more important than other areas. For this, the elaboration of a logo or symbol that can give an answer to the person is also sought. This image or logo must be pleasing to the eye, so that it can be easily remembered.

This establishes the relationship and association of consumers to a specific brand. Emotional Branding generates sensations of pleasure with the presence of the product. The product itself is an adaptation to those needs of the consumer.

Aggressive strategies are not functional in this type of advertising presentation. The product should show effective subtlety, provoke sensations of pleasure. Something that is frequently used by intimate apparel and sanitary napkin companies.

Ethical and sensory considerations

The various sensations provoke an interesting emotional response in certain consumers. The use of certain images allows reaching the public's weaknesses, showing a photograph or a video where a couple laughs at something that is not yet known, causes a sense of tranquility.

A lady coming out of a dark place in intimate clothes generates certain hidden desires in some men. The cry of a naked child in a cradle demonstrates the maternal feeling that every woman carries with her.

These methods are what make digital branding different from other marketing, advertising and sales strategies. But not only the images. Music is another basic element to complement a photo or video that seeks to reach the consumer directly.

The softness in the melodies and sublime chords allow the client's mind to consider a feeling of passion, love, and tenderness. All according to the condition and perfection of the brand. You can do a test, post a commercial video on YouTube that has elements of emotional branding.

Immediately after approximately 30 seconds have elapsed, remove the music and continue watching the video. As you will see everything changes and the images no longer feel the same way. The same happens with colors, the proposals are very diverse depending on the type of emotional branding that you want to use.

This manipulation of colors in images and sounds makes some specialists wonder where the ethical values ​​that must be respected in advertising can be found. So promoting the emotions of men is a form of manipulation that considerably influences the consumer.

https://www.youtube.com/watch?v=96ywxMZhVNE

Reaching a person's mind is not easy, but doing it that way represents, for some specialists, an act of professional ethics. It's like playing and managing people's feelings without their consent.

This way of thinking leads advertising agencies to consider whether digital branding really causes some moral damage to users. The same owners of advertising agencies consider that it is not unethical to show feelings that every human being has in his heart and mind.

Relationship with digital marketing

The language used by emotional branding is a very particular way of telling the customer that feelings can be used at any time. The prohibition of feeling joy or crying when watching a video that causes some emotion cannot be considered a crime within moral values.

It is even believed that this type of advertising has been used for many years, when trying to sell a product. So it is closely related to digital marketing that uses all its tools in order to reach the consumer in a very subtle way.

Digital marketing takes advantage of diverse spaces that seek the positioning of a product. The techniques of the so-called SEO, consists of a kind of competition, where each brand seeks to be above another. The idea is to try to place your presence on the networks and the various search engines.

Emotional Branding does not need such aggressive strategies, it is simply located in a message that is addressed to a universe of people who sentimentally have something in common.

Among the tools used are positioning videos, the most fluid logos and viralization. These are basically the natural environment of Branding or digital marketing.

Importance

When the emotional attachment to a brand is definitively established, it is later difficult for this consumer to leave the product. The success of a brand that uses emotional branding strategies fundamentally depends on achieving the emotional sentimental bond with the person.

Likewise, this success materializes over time, when the consumer maintains loyalty to the brand over the years. The emotional relationship can even reach higher levels, where consumers even show love towards the brand.

Attachment becomes bond and in turn in a form of tangible emotion. In other words, consumers give life to the brand and the logo, creating a kind of humanization of the brand. Where there is detachment, commitment and admiration.

The most emblematic case of emotional branding happened in the United States, when during the 90s basketball player Michael Jordan was the advertising emblem for the sports shoe brand NIKE. Emotional branding is aimed at the entire NBA-loving public and, above all, at potential buyers of the product, such as young people.

After 30 years of having released the Air Jordan model, these models of sports shoes are still sold throughout the world. Just by placing "Made for you" as a slogan, young people from all continents identified not only with the brand but also with trying to be part of the athlete when putting on their boots.

This example has served other corporations to consider the emotional branding tool as a vital element in product positioning. Thus allowing you to obtain impressive sales and profits. With emotional branding, competition does not represent an enemy to defeat.

Advertising strategies depend on image and brand developers. They have the ability to carry out a form of advertising where factors related to information technology and digitization intervene.

The important thing about this process is that it involves various factors that together help to show a brand that can also be the image of a corporation. Today this type of advertising reflects a form of expression, rather than a simple advertising message. However, it is not known how far this type of advertising technology can go.

Storytelling function

For those who are not familiar with Storytelling, it is a tool used by some advertisers to narrate a story while a video is running. It is considered an art in the cinematographic field. Today it is widely used on platforms that are responsible for processing videos.

Connect users with the visual message that is being transmitted. It can be through the voice or through characters. With regard to emotional branding, this tool is widely used by advertising media, along with new trends such as the one we show you in the following link Entrepreneurship Projects 

Telling a story that involves the consumer's feelings and that there are images related to something that the brand and client have in common. This form of advertising is immediate and engages directly with the consumer and the product.

This type of marketing does not use direct messages, it does not come from the front. It shows an alternative that relates a feeling to what you want to offer. The long-term impact is greater on consumers than indirectly shown by the product description itself.

There are thousands of stories that are used as Storytelling. They allow you to develop the positioning of a specific brand. This helps to humanize the brand by making it part of the customer. At the same time, try to captivate the client through the touch of their emotions.

The consumer understands that the product goes beyond any sale. It is thought that you can be linked with it if you connect and better understand the story they are telling. Many advertisers are experts at using storytelling as a way to reach consumers faster.

Final comment

Emotional Branding strategies allow corporations not only to present products and position a brand, but also to implement strategies based on the criteria and complaints of consumers themselves, who often feel directly connected to the product.

The reality and growth of digital marketing is also thanks to the development and positioning that exists today in social networks and in various areas of human life. The advertising of 30 years ago is not the same as the one we find today.

Sales and the way in which a product can be offered, determined in many advertising agencies, to change the strategies where technological advances and information technology come into play. Likewise, the internet as a means of mass information allows the creation of mechanisms to achieve brand product positioning more quickly.

Today's competitiveness is very dynamic, new marketing strategies are observed at every moment. This allows many people to get involved in the digital advertising medium in a variety of ways. The positioning dynamics allows every day to observe products of quality and impressive image.

Every day there are more advertisers who with their creativity not only seek to show their talent. They are professionals who know design, editing, marketing, advertising and positioning. Areas that 30 years ago were individualized and in advertising agencies were part of a whole.


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