{"id":39539,"date":"2022-03-17T14:31:26","date_gmt":"2022-03-17T19:31:26","guid":{"rendered":"https:\/\/www.crowdspring.com\/blog\/?p=39539"},"modified":"2023-06-06T17:53:19","modified_gmt":"2023-06-06T22:53:19","slug":"emotional-branding","status":"publish","type":"post","link":"https:\/\/www.crowdspring.com\/blog\/emotional-branding\/","title":{"rendered":"Emotional Branding: What It Is and How to Use It Effectively"},"content":{"rendered":"<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-39540\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2022\/03\/17140411\/pexels-pixabay-207983.jpg\" alt=\"smiley faces showing emotion\" width=\"700\" height=\"493\" srcset=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2022\/03\/17140411\/pexels-pixabay-207983.jpg 700w, https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2022\/03\/17140411\/pexels-pixabay-207983-300x211.jpg 300w, https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2022\/03\/17140411\/pexels-pixabay-207983-400x282.jpg 400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>People love high-quality products and services. And they appreciate brands that listen to feedback.<\/p>\n<p>But most importantly, people love real connections with businesses. They want to feel like they&#8217;re dealing with other people, not a faceless company.<\/p>\n<p>Real connections build trust, credibility, and <a href=\"https:\/\/www.crowdspring.com\/blog\/brand-awareness-strategies\/\" target=\"_blank\" rel=\"noopener\">increase brand awareness<\/a>.<\/p>\n<p>The challenge for businesses lies in how they can create real connections.<\/p>\n<p>The answer? Emotional branding.<\/p>\n<div class=\"featured-snippet\"><h2 class=\"title\">What is emotional branding?<\/h2><div class=\"snippet-content\"><\/p>\n<p>Emotional branding is when brands appeal to consumers' emotions, needs, and aspirations when marketing products and services.<\/p>\n<p><\/div><img decoding=\"async\" class=\"image\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2020\/03\/27125439\/cs-200px.png\" \/><\/div>\n<p>Emotional messaging in branding and marketing will help make your business more relatable, build credibility, and help you stand out from the competition.<\/p>\n<p>Here are six tips on how to use emotional branding for your business:<\/p>\n<h2>1. Know what triggers your audience emotionally<\/h2>\n<p>Most businesses sell products and services to a broad target audience. But, it&#8217;s tricky to form connections with a diverse audience. So, focus on what excites and motivates your customers and prospects and incorporate it into your marketing strategy and <a href=\"https:\/\/www.crowdspring.com\/blog\/branding\/\" target=\"_blank\" rel=\"noopener\">branding<\/a>.<\/p>\n<p>If you&#8217;re <a href=\"https:\/\/www.crowdspring.com\/blog\/starting-a-business\/\" target=\"_blank\" rel=\"noopener\">starting a business<\/a> and don&#8217;t yet know what triggers your audience emotionally,\u00a0<a href=\"https:\/\/www.crowdspring.com\/blog\/competitive-analysis-marketing\/\" target=\"_blank\" rel=\"noopener\">study your competitors<\/a>\u00a0on social media and do\u00a0<a href=\"https:\/\/www.crowdspring.com\/blog\/starting-a-business\/\" target=\"_blank\" rel=\"noopener\">market research<\/a>. There are\u00a0<a href=\"https:\/\/www.crowdspring.com\/blog\/client-feedback\/\" target=\"_blank\" rel=\"noopener\">many ways to get actionable feedback from your audience<\/a>, and you must learn what messages resonate best with your customers and prospects.<\/p>\n<p><div class=\"subscription-hero-snippet image-on-left\" style=\"background: #161C4A\"><div class=\"title centered\">Want a free brand review?<\/div><div class=\"main-content\"><div class=\"image-wrapper\"><img decoding=\"async\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2022\/07\/09131004\/brand-identity-grader-blog-cta-hero.png\" alt=\"brand identity grader hero\"\/><\/div><div class=\"form-wrapper\"><div class=\"subtitle\">Answer 5 short questions and we will send a custom report with actionable insights and specific actions you can take to build a stronger brand.<\/div><div>\n<script>\nfunction submitForm_drip_form(oFormElement) {\n  var xhr = new XMLHttpRequest();\n  xhr.onload = function() { \n    if (xhr.status == 200 || xhr.status == 202) {\n      var formEl = document.getElementById(\"drip_form\");\n      var doneEl = document.getElementById(\"done_drip_form\");\n      formEl.style = \"display: none\";\n      doneEl.style = \"display: block\";\n    } else {\n      alert(xhr.responseText);\n    }\n  }\n  var formData = new FormData(oFormElement);\n  grecaptcha.execute(\"6LcyQTUpAAAAAC5ZPtCYQzRWKR732_LmqInv9YSK\", { action: \"external_bumblebee_lead\" }).then((token) => {\n    formData.set(\"recaptcha_token\", token);\n    xhr.open(oFormElement.method, oFormElement.action, true);\n    xhr.setRequestHeader(\"x-frontendurl\", window.location.href);\n    xhr.send(formData);\n  });\n\n  return false;\n  }\n<\/script>\n<div id=\"done_drip_form\" class=\"done\">\n      <div class=\"success-title\">\n        <i class=\"fa fa-check-circle\"><\/i><br\/> We just emailed the info to you.\n      <\/div><\/div><form id=\"drip_form\" action=\"https:\/\/www.crowdspring.com\/api\/v1\/bb\/external_leads\/\" method=\"post\" onsubmit=\"return submitForm_drip_form(this);\">\n      <div class=\"form-group\">\n        <input type=\"email\" name=\"email\" class=\"form-control\" id=\"mce-EMAIL\" required=\"true\"\/>\n        <label html_for=\"mce-EMAIL\" class=\"form-label\">Email Address<\/label>\n      <\/div> \n      <div style=\"position: absolute; left: -5000px\" aria-hidden=\"true\">\n\t<input type=\"text\" value=\"brand-identity-grader-landing-page\" tabindex=\"-1\" name=\"tags\" readonly=\"true\"\/>\n        <input type=\"text\" value=\"true\" tabindex=\"-1\" name=\"add_country_tier_suffix\" readonly=\"true\"\/>\n      <\/div><input type=\"submit\" value=\"I want a stronger brand!\" class=\"btn btn-primary\" \/><p class=\"notice\"> <\/form><\/div><\/div><\/div><\/div><\/p>\n<p>You also should put yourself in your customer&#8217;s shoes and ask these questions:<\/p>\n<ul>\n<li>What do I want to get from this business?<\/li>\n<li>What goal can I achieve when I purchase their products and services?<\/li>\n<li>How can the business help add value to my life?<\/li>\n<li>Does this business support any social causes that I support?<\/li>\n<li>How can this business address my concerns better?<\/li>\n<\/ul>\n<p>Thinking like your customers helps you see things a typical business owner wouldn&#8217;t notice. It&#8217;s essential to bridge gaps by knowing what <a href=\"https:\/\/www.crowdspring.com\/marketing-psychology\/\" target=\"_blank\" rel=\"noopener\">stirs your audience emotionally<\/a>.<\/p>\n<p>When developing\u00a0<a href=\"https:\/\/www.crowdspring.com\/blog\/lean-marketing\/\" target=\"_blank\" rel=\"noopener\">creative marketing strategies\u00a0<\/a>and building your\u00a0<a href=\"https:\/\/www.crowdspring.com\/blog\/brand-strategy\/\" target=\"_blank\" rel=\"noopener\">brand strategy<\/a>, use the insights you gather from customers and prospects.<\/p>\n<div class=\"related-post-snippet\"><div class=\"intro\">TELL ME MORE!<\/div><h3 class=\"title\">How can you create better marketing campaigns?<\/h3><div class=\"related-post-content\"><\/div><a class=\"cta\" target=\"_blank\" href=\"\/blog\/neuromarketing-examples\/\">Read More<i class=\"fa fa-long-arrow-right\"><\/i><\/a><img decoding=\"async\" class=\"logo\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2020\/03\/27125439\/logo-pink-blue.png\"\/><\/div>\n<h2><strong>2. <\/strong><strong>Share genuine stories<\/strong><\/h2>\n<p><a href=\"https:\/\/www.crowdspring.com\/blog\/content-marketing-storytelling\/\" target=\"_blank\" rel=\"noopener\">People love inspiring and relatable stories<\/a>. And what better way to connect than by talking about shared experiences?<\/p>\n<p>Stories help people to bond emotionally. But, it&#8217;s <a href=\"https:\/\/www.crowdspring.com\/blog\/brand-story\/\" target=\"_blank\" rel=\"noopener\">not enough to share any emotional story<\/a>. You should look for three essential points when choosing which stories to tell:<\/p>\n<ul>\n<li><strong>Vulnerability.<\/strong> People want real stories. Real stories are imperfect. Share your brand&#8217;s humble beginnings or your struggles as a business owner. Ask your employees to share their struggles. People can relate to life&#8217;s challenges.<\/li>\n<li><strong>Relatability.<\/strong>\u00a0You can share sad stories, but should you? If the stories are connected to your business, sad stories can work well. So, make sure your stories resonate with your brand.<\/li>\n<li><strong>Legitimate.\u00a0<\/strong>People dislike made-up stories, mainly because such stories make businesses inauthentic. So, share real stories of people who use your products or services. Share their feedback, as we do on the\u00a0<a href=\"https:\/\/www.crowdspring.com\/reviews\/\" target=\"_blank\" rel=\"noopener\">crowdspring reviews<\/a> page. Such feedback shows how your business can add value to people&#8217;s lives and builds\u00a0<a href=\"https:\/\/www.crowdspring.com\/blog\/brand-equity\/\" target=\"_blank\" rel=\"noopener\">brand equity<\/a>.<\/li>\n<\/ul>\n<p>But remember that the stories you share must be connected to your business.<\/p>\n<h2>3. Focus on a personalized customer experience<\/h2>\n<p>People hate generic messaging. If you want to get someone&#8217;s attention, invest in a personalized <a href=\"https:\/\/www.crowdspring.com\/blog\/customer-experience\/\" target=\"_blank\" rel=\"noopener\">customer experience<\/a>\u00a0to establish stronger connections with your target audience.<\/p>\n<p>Start by gathering data on your existing and potential customers: their favorite products, past purchases, and other demographic data such as gender, age, etc. Use this information to customize how you communicate with them.<\/p>\n<p>People love to own things that they have personalized. If appropriate, allow people to personalize your products and services. This helps differentiate from the competition by adding a personal touch to their purchases. For example, when you buy most Apple products, Apple allows you to inscribe your name or a favorite phrase on the product.<\/p>\n<p>Your goal is to demonstrate how much you appreciate your customers. Customers love feeling that they&#8217;re being catered to personally. So, look for ways to provide a better customer experience throughout all touchpoints between customers and your company.<\/p>\n<p>For example,\u00a0<a href=\"https:\/\/www.tinyprints.com\/\" target=\"_blank\" rel=\"noopener\">tinyprints by Shutterfly<\/a>\u00a0allows people to laminate photos on canvases, calendars, photo books, and even personal items.\u00a0<a href=\"https:\/\/www.bitmoji.com\/\" target=\"_blank\" rel=\"noopener\">Snapchat&#8217;s Bitmoji<\/a>\u00a0allows people to create custom animated characters on the app to make messaging more fun and personalized.<\/p>\n<h2>4. Create your brand personality<\/h2>\n<p>Personality is everything in business. It&#8217;s an excellent way to stand out and create connections with people.<\/p>\n<p><a href=\"https:\/\/www.crowdspring.com\/blog\/brand-identity-questions\/\" target=\"_blank\" rel=\"noopener\">Start by identifying which brand personality fits your business<\/a>: exciting, competent, sophisticated, rough, etc. Knowing your brand personality will help you strategize how you will market and communicate your brand to your audience.<\/p>\n<p>Next, you must nurture this personality. Make sure that everything aligns with your brand personality: tone of voice in communication, marketing, and visuals such as graphic design, your\u00a0<a href=\"https:\/\/www.crowdspring.com\/logo-design\/\" target=\"_blank\" rel=\"noopener\">company logo<\/a>, fonts, and\u00a0<a href=\"https:\/\/www.crowdspring.com\/blog\/small-business-branding-color\/\" target=\"_blank\" rel=\"noopener\">colors<\/a>.<\/p>\n<p>The goal is to make your brand appear human with a personality. Be consistent and avoid confusing people by using another voice when communicating or suddenly switching brand personalities when conducting campaigns.<\/p>\n<p>For example, Jeep cars are built for road trips and trekking. So, the brand focuses on its rough and rugged brand personality. You can see this on their website, <a href=\"https:\/\/www.crowdspring.com\/product-design\/\" target=\"_blank\" rel=\"noopener\">product designs<\/a>, and even brand colors.<\/p>\n<h2>5. Never forget after-sales customer service<\/h2>\n<p>Business transactions don&#8217;t just end after a sale. Never forget post-sale <a href=\"https:\/\/www.crowdspring.com\/blog\/7-proven-ways-improve-customer-service-small-business-startups\/\" target=\"_blank\" rel=\"noopener\">customer service<\/a>. Being attentive after a sale shows that you care about your customers <em>after<\/em>\u00a0they have purchased your products or services.<\/p>\n<p>Continue communicating with your customers after making a sale. Tell them that customer support is always ready to help or address concerns.<\/p>\n<p>After-sales customer service creates a bond and trust with customers. This can help foster customer loyalty in the long run.<\/p>\n<p>But remember that showing care to customers isn&#8217;t limited to answering questions. You can do more to show you care and increase brand awareness.<\/p>\n<p>For example, Rackspace&#8217;s customer support wowed many when they <a href=\"https:\/\/hbr.org\/2012\/03\/the-value-in-wowing-your-customers\" target=\"_blank\" rel=\"noopener\">sent pizza during a troubleshooting phone call<\/a>\u00a0with a customer during a marathon. The brand caught the attention of many people and increased brand credibility and awareness.<\/p>\n<h2>6. Be quick in responding to critical issues<\/h2>\n<p>In business, timing is everything \u2013 from customer inquiries to speaking up for important causes and even putting out fires quickly.<\/p>\n<p>It&#8217;s natural to make mistakes, especially as a new business. But it&#8217;s your responsibility as a brand to prioritize your audience and be sensitive to their concerns.<\/p>\n<p>For instance, when rolling out a marketing campaign, be careful with <a href=\"https:\/\/www.crowdspring.com\/blog\/brand-messaging-new-normal\/\" target=\"_blank\" rel=\"noopener\">brand messaging<\/a>. And if people offer negative feedback, always listen and take immediate actions to correct any mistakes. Being responsive shows that you heard your customers&#8217; concerns and have made an effort to do better as a brand.<\/p>\n<p>For example, <a href=\"https:\/\/www.wired.com\/2017\/04\/pepsi-ad-internet-response\/\" target=\"_blank\" rel=\"noopener\">Pepsi&#8217;s misguided 2017 ad<\/a> campaign starring a famous female celebrity united the internet. People aired out their frustrations and sentiments about the ad. Pepsi heard the people&#8217;s cry and pulled the ad and campaign.<\/p>\n<p>Emotional branding can create loyal, life-long customers who zealously advocate for your brand.<\/p>\n<p><a href=\"https:\/\/www.crowdspring.com\/how-it-works\/?utm_source=csblog&utm_medium=marketing&utm_campaign=cta\" target=\"_blank\"><img decoding=\"async\" class=\"alignnone size-full wp-image-35262\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2022\/05\/06164945\/small-business-blog-master-cta.png\" alt=\"\" width=\"700\" height=\"466\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Emotional branding appeals to consumers&#8217; emotions, needs, and aspirations. We offer proven insights for introducing emotions to your branding strategy.<\/p>\n","protected":false},"author":25541,"featured_media":39540,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3157],"tags":[204,1818,3164,3160,2349,2635,1399],"class_list":["post-39539","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-customer-service","tag-digital-marketing","tag-ecommerce-marketing","tag-growing-a-business","tag-marketing-strategy","tag-small-business-marketing","tag-startup-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Emotional Branding: What It Is and How to Use It Effectively - crowdspring Blog<\/title>\n<meta name=\"description\" content=\"Emotional branding appeals to consumers&#039; emotions, needs, and aspirations. We offer proven insights for introducing emotions to your branding strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Emotional Branding: What It Is and How to Use It Effectively - crowdspring Blog\" \/>\n<meta property=\"og:description\" content=\"Emotional branding appeals to consumers&#039; emotions, needs, and aspirations. We offer proven insights for introducing emotions to your branding strategy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.crowdspring.com\/blog\/emotional-branding\/\" \/>\n<meta property=\"og:site_name\" content=\"crowdspring Blog\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-17T19:31:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-06T22:53:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2022\/03\/17140411\/pexels-pixabay-207983.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"700\" \/>\n\t<meta property=\"og:image:height\" content=\"493\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mary Kyamko\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mary Kyamko\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.crowdspring.com\/blog\/emotional-branding\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.crowdspring.com\/blog\/emotional-branding\/\"},\"author\":{\"name\":\"Mary Kyamko\",\"@id\":\"https:\/\/www.crowdspring.com\/blog\/#\/schema\/person\/5439a83eeaa86b451ed9dc932ab9e02a\"},\"headline\":\"Emotional Branding: What It Is and How to Use It Effectively\",\"datePublished\":\"2022-03-17T19:31:26+00:00\",\"dateModified\":\"2023-06-06T22:53:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.crowdspring.com\/blog\/emotional-branding\/\"},\"wordCount\":1217,\"publisher\":{\"@id\":\"https:\/\/www.crowdspring.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.crowdspring.com\/blog\/emotional-branding\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2022\/03\/17140411\/pexels-pixabay-207983.jpg\",\"keywords\":[\"Customer Service\",\"Digital Marketing\",\"Ecommerce Marketing\",\"Growing a Business\",\"Marketing Strategy\",\"Small Business Marketing\",\"Startup Marketing\"],\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.crowdspring.com\/blog\/emotional-branding\/\",\"url\":\"https:\/\/www.crowdspring.com\/blog\/emotional-branding\/\",\"name\":\"Emotional Branding: What It Is and How to Use It Effectively - crowdspring Blog\",\"isPartOf\":{\"@id\":\"https:\/\/www.crowdspring.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.crowdspring.com\/blog\/emotional-branding\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.crowdspring.com\/blog\/emotional-branding\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2022\/03\/17140411\/pexels-pixabay-207983.jpg\",\"datePublished\":\"2022-03-17T19:31:26+00:00\",\"dateModified\":\"2023-06-06T22:53:19+00:00\",\"description\":\"Emotional branding appeals to consumers' emotions, needs, and aspirations. 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