Emotional branding is powerful. When consumers emotionally connect with your brand, both loyalty and advocacy grow exponentially. Furthermore, emotional connections to a brand help that brand survive through any micro- or macro-environmental problem. When you can make consumers feel something about your brand, you’ve reached a level of marketing success that most brand marketers can only dream of.
However, it’s not easy to develop an emotional connection between consumers and your brand, particularly if your brand isn’t traditionally considered to be an emotion-laden brand. Fortunately, there is hope. Apple is the perfect example of a brand that has developed strong emotional connections between its brand and consumers over the past decade. Google is another great example. When Google launched its Chrome browser, it turned web search into an emotional experience with its Chrome commercials.
Another great example comes from Dassault Systemes. When this company needed to spread the word about its 3D imaging and printing solutions, the team could have rolled out a series of ads hyping the many features offered in its products, but instead, the commercials focus on building an emotional connection between consumers and the brand.
Watch the commercial from Dassault Systemes below and see for yourself. Did you know that 3D imaging and printing could make you feel something? It will after you watch this commercial, and that is exactly what you need to try to do with your brand marketing.
Susan Gunelius
Susan Gunelius is the Founder and Editor-in-Chief of Women on Business. She is a 30-year veteran of the marketing field and has authored a dozen books about marketing, branding, and social media, including the highly popular Ultimate Guide to Email Marketing, 30-Minute Social Media Marketing, Content Marketing for Dummies, Blogging All-in-One for Dummies and Kick-ass Copywriting in 10 Easy Steps. Susan’s marketing-related content can be found on Entrepreneur.com, Forbes.com, MSNBC.com, BusinessWeek.com, and more. Susan is President & CEO of KeySplash Creative, Inc., a marketing communications company. She has worked in corporate marketing roles and through client relationships with AT&T, HSBC, Citibank, Intuit, The New York Times, Cox Communications, and many more large and small companies around the world. Susan also speaks about marketing, branding and social media at events around the world and is frequently interviewed by television, online, radio, and print media organizations about these topics. She holds an MBA in Management and Strategy and a Bachelor of Science degree in Marketing and is a Certified Professional Career Coach (CPCC).
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Great story about emotional branding! Totally agree with its role in developing meaningful relationships between customers and brands. I wish more companies would adopt this approach.
Thanks for commenting, Mikella! I agree 100% that more companies need to prioritize building emotional connections between their brands and their target audiences.