Power of Emotional Branding: 8 Foundations to Make Your Brand More Human
Brands that inspire a higher emotional intensity receive 3x as much word-of-mouth as less emotionally-connected brands.
As the digital and social web gets louder and more crowded, marketers are always looking for new ways to better connect with their audiences and communities in a meaningful, authentic and memorable way.
Branding strategies, brand storytelling and even emotional branding is not new. These approaches to branding were invented and used by smart marketers long before Instagram, Facebook, Twitter, LinkedIn and blogging.
The best marketers know that authentic and emotional branding is the secret sauce to igniting customers to loyal advocates, followers and fans!
Emotional branding helps connect you in the most human ways to your audience and ideal customers. It helps you build a foundation built on human feelings, emotions, understanding and desire that drives action that engages the customer or audience member even deeper with your brand.
Emotional branding is not just about finding a funny or sad photo, video or quote to tap into the emotions as a one night Facebook gone viral approach. Instead emotional branding is about igniting emotions at the core of everything you say and do. It's about understanding your audience, humanizing your brand, using language that connects you with your brand and the list goes on.
Most important, building an emotional brand requires doing these things consistently. Emotional branding requires knowledge of your audience, knowledge of your own brand and the value you offer in the most human way to your audience and customers. It must be more than words, more than broken promises. Your words must not only connect but your brand must deliver on those promises or the words will fall on deaf ears and blind eyes.
“Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or product) that cannot fully be rationalized. Emotional brands have a significant impact when the consumer experiences a strong and lasting attachment to the brand comparable to a feeling of bonding, companionship or love.” Source
Take a listen to the 207th episode of the Social Zoom Factor Podcast to learn how you can tap into the power of emotional branding to ignite your audience, business and brand! I share with you 8 foundations for integrating emotion into your branding strategies.
Be sure to subscribe to this entire brand new series, “Welcome to The Inspiration Age. Are You Ready?” on iTunes, Stitcher, Spotify or SoundCloud!
Social Profit Factor Training System + Member Community can help you ignite your online social brand, tribe and business results! Before you even think about using social media for business you need to develop your social branding strategy and plan! Social Profit Factor will help you develop your plan with goals, objectives and priorities within 30-60 days!
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