How to Create an Emotional Connection with Your Brand

Johann Wolfgang von Goethe said, “All the knowledge I possess everyone else can acquire, but my heart is all my own.” This quote exemplifies the role that emotions will play in the branding of your company. Facts and figures can be understood by anyone. But to reach the heart of your customers requires finesse. As Goethe said, their hearts are their own.


The brand you develop can’t simply appeal to the practical side of your customer’s thinking process. We feel emotions before our logic kicks in. There’s a gut feeling we experience in the first few seconds of seeing or hearing about something. So, it’s necessary to dwell on this when deciding what your brand represents. Look beyond the facts of your product or service. Put yourself in your customer’s shoes. What feelings will it evoke?


This message you convey needs to have a lasting impact. What will make it memorable to them? Does it lead to more time with their family? Will they see it as a helpful key to daily happiness? Is it something that personifies their very essence? Let’s look at an example.


LUNA is a nutritional bar that caters specifically to women. There are several facts it presents, such as containing less sugar and more protein. That’s not what their brand uses to draw women in, however. A quick look at their website gives us a clue. The bar is laid out next to lip balm, sunglasses, a colorful backpack, and a water bottle. The colors are bright and cheerful. The woman viewing this sees it as a part of her active lifestyle.


Then, another image appears. This one is colored by evocative shades of purple, gold, and lilac. An expensive watch, lipstick, and clutch are among the items that surround it. This time, they’re portraying the role that LUNA plays in the modern life of a busy woman, who takes time to care for her appearance and likely rushes from work to a night-out. She sees this image and imagines the energy and luxury a LUNA bar would play in her day.


Inspirational quotes adorn the packaging. The flavors are plentiful, touting a promise of satisfying her sweet tooth while imparting the nutrition she needs. The fact is, the ingredients aren’t that different from most bars on the market. So why do so many women happily purchase LUNA over and over again? It’s the totality of the brand they’ve created.


Have you ever thought of your brand in terms of personality? LUNA has a personality. It’s fun, cheerful, inspiring, and motivating. It’s her best friend, standing by her side and encouraging her to live the life she wants. “Be beautiful,” it says, “be strong, be yourself.” This personality is consistent. It creates an emotional bond.


Before LUNA could develop such a powerful brand, they had to know who their target market was. They’d never be able to create a brand that appealed to customer’s emotions if they didn’t know exactly who that customer was. They had to ask themselves: “What’s important to this customer? What’s their daily life look like? What are their dreams and hopes? What are their struggles?”


If you only develop a brand based on facts and figures, you’ll never reach the heart of potential customers. That’s not to say that facts won’t play a large part in their decisions. But in 9 out of 10 cases, their immediate reaction will be based on feelings.


Brandsoup has examined the core building blocks of a brand and the most important things to consider when you decide to become a brand-driven company. Research is a must. As mentioned, LUNA surely researched who their target market would be.


One way is to tap into the passions of individuals in your company. They are a vital asset and will give you invaluable insights. Build a leadership team that represents a cross-section of the company, so they can review the results of your research. The more input you get, from a wide variety of personalities, the better you’ll be able to see what emotions your brand should evoke. Look for the common themes in your research. What strengths emerge? What weaknesses show themselves?


Brands are developed from within. Be authentic with yourself, and you’ll be authentic as a brand. Don’t focus purely on sales goals. You’re trying to develop a relationship with your customer that lives beyond the point of sale. This is what will bring them back to you again and again.


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