Boost your content ROI!
It's time to get creative! Transform your content marketing strategy and
boost your content ROI with our free guide #ContentMonth
Every marketer knows that branding is incredibly important – it enables customers familiar with your brand to distinguish it amongst a sea of competitors. The success of all these brands is about much more than the logo, it's about forming an emotional connection with their customers.
Image credit: Top 100 brands in 2011 according to Interbrand
With this much emotion involved in decision making, it’s easy to see how creating an emotional bond with customers makes a direct contribution to building profitability.
Emotional branding clearly differentiates companies from their competitors and helps to create deep intrinsic relationships between brands and consumers. Relationships with an emotional dimension are more likely to resist the temptation to defect than comparatively superficial price or convenience-based ones.
Only an insight-based, personalized marketing approach can form a strong enough bond with a brand, that evokes a personal, emotional reaction in customers. And, brand marketing through social networks makes it all the more important that brands strive to build connections with their customers on a personal level.
Creating an emotional bond with customers requires more than good marketing – a company engaged in emotional branding puts the needs of its customers ahead of the product it’s selling.
“Customers define themselves through brands they use. The branded clothes they wear, the cars they drive, the drinks they consume, university they attended, favourite spots to hang out, and so on.”
Nyimpini Mabunda, Smirnoff Vodka Marketing Manager:
Emotional Branding In a Changing Marketplace
Marc Gobé created the concept of emotional branding over 15 years ago. His philosophy is based on the observation that connections can take place on an emotional level in relationships between brands and people.
Consumers associate with brands they feel reflect their identity and when a close emotional link to a brand is formed emotions can run high - people who like Pepsi usually despise Coke!
Their appeal ranges from youthfulness to status, but these brands share a deep emotional connection with their customers which translates into unwavering consumer loyalty.
Apple is another brand illustrating the effectiveness of emotional branding. Apple almost went under in the 1990’s but an amazing brand rejuvenation propelled it to 21st century super-brand status.
Wired.com reported Gobé as saying Apple has succeeded in giving its product a humanized touch in an ever-evolving technical world. Responding to consumer anxiety about technology's evolutionary speed, Apple managed to make its customers feel like part of its brand by making it clear the brand understands their needs.
Brands like Bing and Google are also adopting an emotional brand-driven approach. Recent Google commercials show people talking about average things and emotionally connecting through Gmail. Bing Originals’ new campaign brings celebrities down to consumer level; winning, falling, healing. People can feel bonded with these brands when the brands demonstrate they understand their consumers’ needs and motivations.
So, how do you demonstrate you’re putting your customers ahead of all other considerations?
When people form an emotional attachment to a brand the strength of that bond is not dissimilar to an attachment to another person. It becomes hard for that person to separate themselves from one brand and begin a new relationship with another. Emotional branding can only be achieved by putting what customers deem most important ahead of everything else.
If you can master the skill of establishing a relationship with your customers at this level, you can count them in for the long haul!.
By Expert commentator
This is a post we've invited from a digital marketing specialist who has agreed to share their expertise, opinions and case studies. Their details are given at the end of the article.
Start the discussion on our community and social networks
Recommended Blog Posts
The Marketing Minds series share real-world stories from marketers showing how digital marketing has helped them develop their careers or businesses. Marketing Mind: Melanie Palmer I work at Exo Investing, as the Head of Growth. Exo is a new digital …..
Send the right message, to the right person, at the right time: Automating your campaigns Automated campaigns are the backbone of a successful email marketing strategy; campaigns that are set up within your email system and send automatically based on …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Our compilation of the latest social media statistics of consumer adoption and usage Social networks are now so well established, that there is a core ‘top 5’ social networks that don’t change much from year-to-year. But, as we’ll see in …..
Amazon’s business strategy, revenue model and culture of metrics: a history I’ve used Amazon as a case study in my books for nearly 20 years now since I think all types of businesses can learn from their digital business strategy. From startups …..