Brand elements that influence emotional marketing

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We have concrete examples of branding from both Apple and Nike.

The symbol, the slogan "Think different" or "Just do it", the design and differentiation of the products attract us, but what really captivates us is the emotional connection to the brand.

The more emotional content we have about a brand, the more likely it is that the consumer will become a loyal user.

Brand loyalty is encouraged when there is and persists an emotional connection to the brand.

In the case of Apple I mentioned, they have used simplicity, minimalist design and, above all, the desire to make us part of this technological revolution.

Emotions in marketing - Apple example
Emotions are the main reason why consumers prefer products from a particular brand.

Therefore, to fully understand consumer purchasing behavior, we must rely on knowledge of emotions and their influence on decision-making.

Some scientists believe that the entire emotional spectrum can be reduced to just 4 basic emotions: happiness, sadness, fear and anger .

However, emotions in marketing can be broadened into several subcategories like the ones I describe in this article; happiness, sadness, belonging, fear/surprise, anger/disgust.

The stronger the emotion, the more it will encourage buyers to purchase your products.

Each emotion works differently when creating your marketing strategies.

And the response to the emotion pushes us towards an action (purchase, subscription, awareness or rejection).

When emotional marketing strategies are used correctly, they help companies differentiate themselves and be remembered by their audiences.

Therefore, emotional marketing is important because emotions play a fundamental role in consumer decisions and memories.

Its main advantage is that it allows for longer-lasting relationships with customers, who are unlikely to forget something that has moved them. These emotions will also help improve brand positioning and image.

Although emotions can be effectively communicated in TV ads as we will see later, there are also other important elements of a brand that also provoke emotional reactions.


The personality of the brand
Brands communicate their personality through their branding , their packaging, their "voice" - the type of communication they carry out on social media - and how they describe themselves and their products/services.

Since there are tastes and characters for everyone, not everyone likes the same type of personality and thus, there will be people who feel more attracted to one type of personality than another.

The narrative that brands use in their advertising and promotional texts generates a type of emotion that will appeal to a certain audience.

The colors
Color psychology shows us how colors can alter a person's psychological and emotional state.

Many brands use colors to evoke a certain feeling by carefully thinking about the emotions email list australia they want to represent.

The behavior
When we talk about emotional marketing we see the impact that brands generate in people's minds.

These inputs come not only from images, videos and words, but also from brand behavior.

How a brand responds and acts will influence your perception of it, for example, brands that are involved in caring for the environment.

In the case of Adidas, they use plastic waste for their sportswear, as they explain in this video.