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Imagine walking into a store, with a list and a specific plan of what you need. Now, picture yourself leaving with a product you didn’t plan to buy, but somehow couldn’t resist. Sound familiar? Welcome to the world of being an irrational human (yes, all of us), where feelings trump facts the majority of the time in our purchasing decisions. That’s right – despite our best efforts, our emotions are in the driver’s seat more often than not.

THE SCIENCE OF EMOTIONAL DECISION-MAKING

While we like to think we are rational, logical beings, we’re actually far from it. Research now tells us that 70% of our decision-making when purchasing is driven by our emotions. We’re far more likely to buy something when it triggers an emotional response in us, than by weighing up rational thought. This is because the human brain processes emotions far more rapidly than rational thought. We buy based on our feelings and justify later. And this applies in both B2B and B2C worlds.  

Studies show that consumers primarily use personal feelings and experiences rather than information such as features and facts to evaluate brands. This has huge implications for brands and the way they speak to their customers.

When brands move beyond communicating purely about their functional benefits, to a place that speaks to the emotional benefit, something lovely happens – connection.  This connection sparks curiosity, making us want to know more. While functional benefits help us justify our interest, it’s the emotional pull that first grabs our attention and ultimately inspires action – whether it’s buying, joining, or signing up. 

Think about your favorite cafe and why you go back there time and time again. It’s likely a combination of logic and emotion. Logically, it’s convenient and serves great-tasting coffee that gives us a generous  hit of caffeine. But emotionally, we return because the barista knows our name and they know our coffee order. We see friendly faces and have a sense of belonging there.

It’s the same for many successful brands. Take Apple, for instance. Their “Think Different” campaign didn’t just sell computers; it sold a lifestyle, an identity. It made people feel innovative, creative, and part of a forward-thinking community. This emotional connection has turned customers into devoted fans who camp outside stores for new product launches.

KEY WAYS TO CONNECT ON A DEEPER LEVEL

How can brands better connect with their customers through emotion and experiences? The first step, above all else, is to deeply understand your audience. Do the work to uncover their pain points, pleasure points, drivers and motivations, frustrations and goals. Once you know these, keep them at the forefront of your decision-making.

Here are five key strategies for creating that all-important emotional connection:

1. Develop a distinctive brand personality: Your personality should be authentically you, but align with your target audience’s values and aspirations. It should permeate through every brand touchpoint – from your colour palette to your tone of voice, from your photography style to the experience customers have the moment they interact with your brand. The hugely successful beauty brand “Go-To” has mastered this. Their quirky and very human brand is consistent and considered across every touchpoint, from the delivery experience to the packaging, to the website cookie alerts.
2. Master the art of storytelling: Humans are hardwired for stories. When brands tell compelling narratives, rather than just facts and figures, they invite their audience to be a part of their story. Take Patagonia’s “Don’t Buy This Jacket” campaign. By telling a story about sustainability and responsible consumption, they paradoxically increased both their sales and their brand loyalty.
3. Engage multiple senses: Create a more immersive and memorable brand experience by considering all sensory touchpoints. For instance, Singapore Airlines’ signature scent, created specifically for the brand, is used in hot towels, lounges, and even on their flight attendants, creating a unique and memorable sensory experience.
4. Build a community: Foster a sense of belonging among your customers. Nike does this brilliantly with their Nike+ app, which not only tracks runs but connects users to a global community of runners, turning a solitary activity into a shared experience.
5. Prioritise authenticity: Ensure your brand’s actions align with its emotional promises. In an age of increasing transparency, authenticity is crucial for building trust and credibility. When Rhianna launched her beauty brand Fenty, it wasn’t just about selling makeup – it was about challenging beauty standards and promoting genuine diversity and self-esteem. Her 40+ shades of foundation and real-life model representation are evidence of this.  

Emotional branding isn’t about manipulation. It’s about forging genuine connections that resonate with consumers on a deeper level. It’s the difference between selling a product and creating a relationship. In a world of endless choices, it’s these emotional bonds that will set your brand apart and ensure long-term success. By understanding and appealing to the emotional needs of your audience, you can create a brand that doesn’t just satisfy a functional need, but becomes an integral part of your customers’ lives and identity.

Written by: Kiri White
Published: September 4, 2024