As buyers care less about how attractive a product looks and more about how it will impact their lives, marketers have changed how they share a brand’s message. Smart marketers are now focusing on emotional branding, which means that appealing to a customer’s feelings is the best way to create a positive reaction to a product. They are going beyond just promoting and selling; they are presenting these products and services in a way that helps buyers see how their lives can be bettered.

Effective emotional branding can help marketers deliver a clear message to buyers about how a product or service can improve everyday living. The following four tips can help any marketer who is new to emotional branding get started.

  1. Focus more on interpersonal relationships: When dealing with your customers, try often to approach them on a personal level. Interacting with your customers as if they are friends, not leads, will help you build friendships that will eventually turn into a closed sales. Focus more on dialogue and stay away from delivering sales pitches and data. This is very important because it enables your customers to stay connected to you and it gives the idea that you are a friend rather than a stranger who is only interested in doing business. It makes them feel you are looking after them and want the best for them. You can sell almost anything to a friend who has this type of mindset.
  2. Use the power of storytelling. One of the most effective ways of captivating the mind of an individual is by telling a story. Storytelling has strong a connection with the emotions. So, if you want to create an emotional connection, there’s no better way to do it than sharing a story. Your story must not be real, but it has to be captivating enough to keep the interest of the intended audience.
  3. Always end your campaign on a strong note. No matter the type of emotion you are aiming for, always maintain your audience’s attention by ending on a strong note. Usually, the last part of your campaign is what will be on your audience’s mind for a long time. It’s a good idea to blend emotions for a long lasting effect because your audience will likely remember the last message you delivered.
  4. Concentrate on the content that is more likely to go viral. Review and analyze. Ask yourself: What’s working? What’s not working? If something isn’t working as well as you’d hoped, determine if it’s the content, the context, the message, or the delivery. Re-purpose the content that receives the most engagement in your social communities.

Emotional branding is a very effective way for marketers to influence the reaction, sentiments and moods of buyers. This emotional manipulation (let’s call it what it is) will eventually form a connection and loyalty with a brand and its products. Learning how to integrate emotional branding into your marketing strategy is nothing but a good idea – if ya ask me – and it’s a very powerful tool.