The need for brands to create strong emotional connection with customers in today’s highly competitive market has been identified as an important tool in marketing strategy.
Over time, emotion has proven to create connections and passion, which in return leads to a loyal customer base. Some brands that understand the power of emotional connection can build long-term relationships and drive customer support and sustainable growth.
Brain Sooy, a top Marketing Influencer on Linkedin wrote that in an age where consumers are inundated with options and information, emotional branding stands out as a key differentiator. Here’s why it’s essential.
Highlighting what brand should consider doing to create emotional connection requires having the consumers stick to their product or service should be building loyalty that brings about emotional connections leading to customer loyalty.
When customers feel a deep connection to a brand, they are more likely to stay loyal and become brand advocates.
He added that by creating memories, brands evoke emotions and create lasting memories. These memories influence purchase decisions and shape long-term customer relationships.
“The Competitive advantage in emotional branding is that it sets your brand apart from competitors. It helps create a unique and memorable position in your audience’s minds.
There is also the issue of increased engagement. When customers have an emotional connection to a brand, they are more likely to engage with the brand through various touchpoints.”
Sooy added that brand must be authentic as emotional branding is about being authentic and genuine, which resonates with customers seeking authenticity from brands.
On his part, Dave Sarro, CEO, Promote Direct, said from a business perspective, an emotional connection is formed when you share an unspoken level of trust with customers. It is all about staying tuned to their product needs and providing them with exactly what they need, from exceptional products to top-notch customer service.
“A brand’s Emotional Connection Score (ECS) helps measure how many customers are emotionally connected with your business. A customer who considers your business to be a “good brand” doesn’t necessarily have an emotional connection with you. To make them emotionally connected, you need to ensure they are satisfied and valuable customers for your brand.”
He added that the best way to get emotionally connected customers is by offering them the best service possible year in and year out. Here are some other ways to create emotional connections for your brand (especially with those who haven’t experienced your products yet):
Share brand stories on social media: Your target audience loves authenticity. They want to listen to true and vulnerable brand stories. Explore your brand’s history and dig out some feel-good stories people will love to hear.
“Share video testimonials on your website and social media, a video testimonial can trigger valuable word-of-mouth marketing for your brand. Communicate in a human and personal way by highlighting the human side of your brand, you could place the spotlight on your employees or show customers some love by providing them with discounts, Provide a “behind-the-scenes” look at your brand. Show you care by sharing insights on how you are discovering solutions that address these pain points. Add personalization to your marketing efforts, brand can do hand-written notes are another way to add personalization to your marketing efforts.”
He advised that brand should be honest as transparency is a trait customers look out for in a brand. The most important thing is to avoid false promises. Don’t be afraid to admit your mistakes and make sure you don’t repeat them.”
