How big of a role should emotion play in your brand?
In an age of analytics and data-driven decision-making, it's easy to overlook the fundamental role that emotion plays in shaping consumer behavior. It can be argued that emotion is, perhaps, the most powerful driver.
Of course, this is not an either/or situation. We benefit greatly from the data. However, it can be too easy for the data to lead us to prioritize the functional over the emotional. To lean too heavily into the rational messages when, time and time again, we’ve been shown that it is the emotional appeal that is the more effective way to win the hearts and minds of those we hope to serve.
It’s about memorable experiences
Emotions are powerful memory triggers. People remember how a brand made them feel, often more vividly than the specific details of a product or service. Emotional appeals have the power to create indelible experiences that make your brand unforgettable.
A good example is Airbnb. In response to a divisive political climate, Airbnb launched the "We Accept" campaign. This emotionally charged campaign aimed to promote inclusivity and acceptance. By tapping into the emotions of unity and belonging, Airbnb created a memorable experience for its audience. It was a powerful reminder that brands can stand for more than just their products – they can stand for values that resonate deeply with people.
Affecting decision making
While logical arguments and product features have their place in marketing, it's the emotional appeal that often sways the final decision.
Look at the Dove “Real Beauty” effort. By challenging conventional beauty standards, Dove tapped into the emotions of self-acceptance and empowerment. It addressed a deep-seated emotional issue and positioned itself as a brand that genuinely cares about those it hopes to serve. This emotional connection led to an incredible boost for the brand.
Building trust
Trust is the foundation of any successful brand. Emotions play a crucial role in building and maintaining trust with your audience. When people feel a deep emotional connection to a brand, they are more likely to trust it.
Patagonia understands this. By aligning the brand with environmental causes, it has built trust and loyalty among customers who share their values. Customers know that when they buy a Patagonia product, they're supporting a brand that genuinely cares about the environment.
TOMS began with a "One for One" model, building the brand on the highly emotional foundation of giving. For every pair of shoes purchased, TOMS pledged to donate a pair to a child in need. This emotional connection of making a positive impact through consumer choices established trust in TOMS as a brand that genuinely cares about social responsibility. Although the brand has evolved, it continues its giving, designating “...⅓ of profits for grassroots good, including cash grants and partnerships with community organizations, to drive sustainable change.”
Encouraging engagement
When people feel a strong emotional connection to your content, they are more likely to interact with it and share it. This is especially true across all the social media networks.
Through high-octane videos and extreme sports sponsorships, Red Bull taps into the emotions of excitement and adventure, fostering a community of passionate fans who eagerly engage with the brand online.
Always tackled gender stereotypes in their "Like a Girl" campaign. By addressing the emotional issue of self-esteem, they not only garnered massive engagement but also sparked a worldwide conversation.
Creating loyalty
While a rational appeal might win a one-time purchase, it's emotion that secures long-term brand loyalty. When customers have an emotional attachment to a brand, they are more likely to become repeat buyers and brand advocates.
Disney's theme parks, movies, and merchandise all evoke a sense of wonder, nostalgia, and happiness. This emotional connection leads to multi-generational brand loyalty, with customers passing down their love for Disney to their children and grandchildren.
Emotion generates memorable experiences, drives consumer behavior, builds trust, encourages engagement, and fosters long-term brand loyalty. Brands that grasp the power of emotion see all these benefits.
While data and analytics are essential, never underestimate the value of a well-crafted emotional connection with your audience.
It is frequently the thing that tips the scales in favor of a brand.