Why does one white t-shirt appear luxurious, another extravagant and another simple and modest? The real differences between products are often conventional. Increasingly, it is precisely through emotional branding that they are differentiating themselves. Examples of such emotion-based branding can be found below.
Researchers have noticed some time ago that the satiated societies of the West are rarely guided by real life needs when shopping. It is not the satisfaction of hunger or thirst, the need to cover or warm yourself that is the impulse to spend money. Since the majority of the inhabitants of these countries do not complain about the fact that their basic needs are not met, their shopping is based on something else. Often - with emotions.
What is emotional branding?
About the emotional branding is a fairly new phenomenon, can be seen from the fact that the definition was only indirectly formulated in 2004 by the director of the agency Saatchi & Saatchi. His theory Lovemark assumes that a brand should evoke respect and adoration. In this way, it will find its way into the hearts of customers, and thus - reign over their wallets. In short, it is about inducing emotional motivation in clients.
Emotional branding allows you to largely skip the stage of analyzing the client's needs. Whether he needs a drink or food becomes irrelevant when it comes to emotions. They can control customer behavior.
The authors of the work "Measuring Emotion-Lovemarks, The Future BeyondBrands”Made an interesting discovery. They claim that, depending on the product category, emotions are responsible for as much as 63-85 percent. purchasing decisions made - more often than the practical aspects.
How to use emotions to increase sales?
Emotional branding allows warm emotions to be transferred from people to objects or services. It consists primarily of communication strategy and suitable marketing concept brand. Branding - the colours or slogans used - is also important.
The creator of the idea himself Lovemark pointed out that the simplest way to do emotional branding is to tap into the senses of customers. This may seem complicated, but in reality it is not at all. Everyone encounters these types of techniques throughout the day. The relaxing aroma of freshly baked bread in a café or the stimulating scent of expensive perfume in a clothing shop, the suggestive photography.
These are all examples emotional branding according to theory Lovemarks impact on the senses. It is based on the assumption that emotions and associations can be evoked much more effectively with scents, colours or sounds than with slogans. This is especially true when it comes to capturing the attention of today's customers, who are confronted with dozens of advertising slogans on a daily basis while surfing the web. These are nowadays - increasingly often - no longer making much of an impression.
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Emotional branding - examples
Emotional branding may at first be associated with strictly lifestyle brands, such as a magazine for modern women or a club for active young people. Meanwhile, emotional branding applies to virtually all industries today. Advertisements and branding brands subtly guide consumers to the emotions that are to be associated with the brand:
- Thanks to the fact that Volvo is safe, Volvo allows you to live life to the fullest and fulfill yourself at any age. In the advertisment Volvo the philosopher Alan Watts indirectly argued about it.
- Coca-Cola is one of the many sweet and not so healthy carbonated drinks. The manufacturer makes it easier to make a purchase decision and positions it as a moment of pleasure that can be shared with loved ones during a family dinner.
- Emotional branding In practice, all the large coffee shop chains are taking advantage. They realise that the coffee itself can be bought from a machine or made at home. Customers therefore do not go to such an establishment to actually replenish their fluids. Rather, they go 'to Starbucks”Or“ for a coffee with Żabka ”, combining an emotional charge with these places, which is valuable from the advertiser's point of view.
It is worth remembering that today we are talking not only about emotional branding of companies, but also personal brands, i.e. to put it bluntly - individual people. Their brands, consciously or not, are shaped by business people, artists and influencers.
Emotional branding make strong use of technology brands. The devices or apps themselves are quite similar, and customers have the ability to target the best value for money and make quick changes. Thanks to the theory of Lovemarks However, they become brand loyal and even join the club of fanatical followers. It is not without reason that fans of a device or solution are referred to as 'followers'.
The role of the senses in emotional branding
Emotional branding plays a key role in creating a deep connection between the consumer and the brand. Using the senses, such as sight, hearing, smell or touch, allows the creation of memorable experiences that build positive associations with a product or service. For example, a distinctive smell in a shop can become a recognisable element, reinforcing the emotional branding brand. Similarly, appropriately chosen background music can influence the mood of the customer, increasing their engagement and desire to return.
Impact of lovemarks marketing on customer loyalty
Lovemarks marketing is a strategy that, through emotional branding strives to turn ordinary consumers into dedicated brand ambassadors. When a brand becomes more than just a product to the customer - it becomes part of their lives, values and emotions - brand loyalty increases significantly. Such emotional marketing makes customers not only come back for more purchases, but also recommend the brand to others, which is an invaluable element of a promotional strategy. Professional branding agency will help build a strategy that translates into long-term customer loyalty to the brand.
Can emotional branding be disadvantageous?
Branding emotionalIf well thought out, it is a great strategy. The costs of its introduction are not fixed and can be significantly reduced by using original or modern tools. The only thing to remember is that the entire brand image should be consistent and the image campaign should be long-term. If the message is always kept in one emotional tone, accompanied by similar designs, graphics or sound signals, positive emotions will easily be triggered in the customer.
Such strategies can be ineffective if they are undertaken once - they can at best confuse the recipient. Attempting to evoke extreme, strong emotions may be rejected and be considered a manipulation technique. Representatives of some tabloids or retail chains, whose first campaigns in Poland were flashy, based on basic instincts and strong emotions, found out about it. Later, it took them many years to break with the populist image.