Decision-making is based on emotions, and this is the main characteristic for today’s brands to achieve a true connection with their audiences.
One of the most essential factors in advertising and marketing is the way of connecting with the audience. It is known that 80% of purchasing decisions are emotional and 20% rational; and it is in this sense that advertising and communication agencies focus their efforts on emotional branding, a set of strategies that seeks to humanize the brand and achieve a strong connection between them and their audiences.
We can find a clear example in Coca-Cola’s advertising. Its videos make good use of *storytelling*, with a story that conveys emotion and leaves a message of association with happiness. This line of communication that Coca-Cola decided to project made it one of the most admired brands in the world.
Another example is Dove, whose videos present real women who set stereotypes aside and show themselves free of fear, accepting themselves as they are. The result is a brand close to its audience, which goes against beauty standards and lets more women identify with its purpose.
Knowing these cases, we surely wonder how to embark on emotional branding. So, at first, you must know your audiences, through sociodemographic studies, to discover which ideas and values predominate and thus conclude what their motivations are. Once this is defined, you can look for the common thread for building the message, which must be consistent with the company’s values and mission.
In this way, we can prepare an advertising and communication piece that evokes feelings of happiness, sadness, pride or anger, and that manages to spark in the receiver a desire for change in society, as some brands have already done. However, we must not lose sight of the fact that just as we take the emotional aspect into account in building the content, we must pay attention to the ways of representing it and making it known so that it is remembered over time.
Meanwhile, emotional branding must take into account the pleasant sensations we awaken in the consumer. However, the brand must be able to adapt to contexts and reinvent itself, without losing sight of its values and identity.
