Emotional Branding: Here's What Love's Got to Do With It

Written by John Williams

In today's highly competitive markets, smart companies are focusing more and more on emotional branding to differentiate their product in the minds -- and hearts -- of consumers.

No wonder. Today's consumers face more choices than ever, yet they devote less time to product comparisons. To compound the matter, brands in many industries have become increasingly similar in quality, price and delivery. This typically culminates in a price war. One of the best ways to avoid this is to develop a lasting connection with your consumers on an emotional level.

When customers feel an emotional pull toward your brand, they spend less time reasoning through differences in pricing. You've gained their trust and are rewarded with their loyalty. Once a consumer's emotions are involved, you've injected real power into your brand.

The Link Between Emotions and Brand Loyalty

Research shows that reason and emotions differ in that reason generates conclusions but not necessarily actions, while emotions more frequently lead to actions. You can educate consumers on your product's features, but without an emotional involvement of some kind, consumers may not attach values to those facts -- at least not the values you may want them to attach.

For example, a salad may be a healthier choice than a hamburger and fries, but many people grab the burger anyway. After all, on an emotional level, a salad equals "doing the right thing" (ho-hum) but a hamburger equals "pleasure and gratification" (mmm). When it comes to brand loyalty, nothing is stronger than securing an emotional bond to your brand.

Functional vs. Emotional Benefits

It's important to understand the difference between what your brand provides to customers in terms of logical, functional benefits and what it provides in terms of intangible, emotional benefits. Consider the StarbucksSBUX brand. Its functional (rational) benefit is caffeinated refreshment; its emotional benefit is indulgence.

Unfortunately, most brands look to differentiate themselves solely on a functional level. Great brands realize the emotional component. Your brand's emotional profile should play a key role in your market positioning.

Know What Makes Your Audience Tick

Most customers weigh both emotions and logic when making a purchase, but the extent of influence each factor has on their decision can vary greatly. Consumers aren't entirely impulsive, but they aren't solely calculating either. Explore the emotional concerns of your target market through market research. Understand the emotional appeal of your brand, and communicate it to your market. What emotions does your brand elicit? Are these the emotions appealing to your audience?

Keep in mind that the emotional attitudes of consumers toward the same product can vary greatly by age group, gender, culture, socioeconomic status, etc. Consider a sports car, which may convey thrills to a teenager but danger to an elderly adult.

Emotional Persuasion Starts With a Great Brand Name

Today's skeptical, time-pressed generation needs a prompting that instantly encourages them to give your brand a try. A truly strong brand name should at least hint at emotional gratification. If your brand name doesn't convey its emotional essence, consider adding a tagline. Use words that show emotion. For example, if you ran a spa, you might apply words like "love," "satisfy" or "indulge." Again, ensure that the words you use are appropriate for your audience.

Color Matters -- a Lot

On all your promotional pieces, choose colors that evoke the primary emotion you want your consumers to connect with your product. There's no question that color is one of the most important aspects of emotional persuasion. Because it quickly triggers memory, color can dramatically increase brand recognition and sway your consumer's choice of product. Choose your brand's color palette strategically and use it consistently.

For example, cool blue is perceived as trustworthy, dependable, fiscally responsible and secure. Strongly associated with the sky and sea, blue is serene and universally well-liked. Blue is an especially popular color with financial institutions, as its message of stability inspires trust. Red activates your pituitary gland, increasing your heart rate and causing you to breathe more rapidly. This visceral response makes red aggressive, energetic, provocative and attention-grabbing. Count on red to evoke a passionate response, albeit not always a favorable one. For example, red can represent danger or indebtedness. Green, in general, connotes health, freshness and serenity. However, green's meaning varies with its many shades. Deeper greens are associated with wealth or prestige, while light greens are calming.

Brands can touch people on a deep, emotional level. Winning the battle for your consumers' hearts may be complex and demanding, but it's well worth the fight.