In the diverse field of marketing, understanding the true essence of what brands sell comes first. Successful brands recognize that they are not just vending products or services. Instead, they are storytellers, and what are the best stories they tell? Those of emotions and experiences, of course. When the marketing paradigm shifted from a focus on products to an emphasis on emotionally resonant experiences, campaigns and ads were taken to the next level.
Take Coca Cola as an example. Looking at their main slogans over the years— “Open Happiness”, “Taste the Feeling”, or “Together tastes better”—reveals a consistent pattern. They are not merely selling a red can of sugary beverage; they’re selling emotions of happiness and togetherness. These feelings form the bridge that connects, resonates, and fosters empathy within their audience.
And Coca Cola isn’t alone. Another striking example is Nike. Their famous slogan, “Just Do It”, sells more than just athletic gear. It promotes a sense of determination, resilience, and the spirit of conquering one’s limitations. They sell an emotion, a lifestyle that resonates deeply with their target market.
So, it’s obvious, the brands that stand out are the ones that weave emotions into their narratives, selling feelings rather than products. But creating a brand that resonates emotionally requires a deep understanding of the feelings you aim to evoke in your customers.
Ask yourself the following questions to help outline your brand’s emotional landscape:
- What would you like customers to feel when they SEE your brand?
- What would you like customers to feel when they THINK about your brand?
- What would you like customers to feel while they USE your product/service?
- What would you like customers to feel AFTER they use your product?
- What emotions describe the EXPERIENCE you want to deliver?
- What emotions would you like customers to REMEMBER?
- What will you SHOWCASE in order to provoke these emotions?
These questions serve as a roadmap for the emotional journey you aim to provide for your customers every time they interact with your brand.
Branding goes beyond having a cool logo and posting photos of your product with a fun design on social media. It’s about sharing a purposeful and engaging story, stirring a rollercoaster of emotions, and crafting unforgettable experiences.
In a nutshell, emotional branding is all about making your audience “cry”. Will they be tears of joy, or tears of nostalgia? That’s up to you to decide. Now, roll up your sleeves and start defining the emotional appeal of your brand!
Interested in the strategic application of emotional branding for your business? Our team can provide the expertise and guidance you need. Contact us today to begin discussing your brand’s emotional resonance and its potential impact on your target market.