Maximising User Engagement with Emotional Branding (Secret Tips)
Can you guess the similarity among Apple, Coca-Cola, Tesla, McDonald's, and other popular brands? Well, these brands don’t just sell products; they sell emotion.
Name any brand, and you'll find that their marketing tactics are based on emotional marketing. They leverage emotions to connect with their targeted audience, ensuring that they resonate with them effectively.
There is a theory of dual processing which share that a human brain processes on two levels: 1. local and 2. emotional.
The local brain takes longer to decide as it works with data, the emotional brain processes information automatically and unconsciously. As a result, the emotional brain gives rapid responses with no effort.
However, emotional marketing doesn't yield results if the strategy is not defined properly.
Critical factors such as timing, exposure, content, how it is represented, and others need equal focus when creating marketing campaigns. In this blog, we will learn the techniques to leverage emotional marketing.
What is emotional branding?
Emotional branding aims make customers feel deeply connected to a brand through marketing.
Rather than just selling products or services, emotional branding seeks to evoke particular feelings or memories in consumers, like happiness, fondness, trust, or enthusiasm.
Book a demo today with Notifly
Tips to leverage emotional marketing
Emotional marketing usually includes storytelling, visuals, messages, and experiences that touch people on a personal level. By creating these emotional ties, brands can strengthen customer loyalty, boost involvement, and stand out from rivals.
Choosing the correct word
Emotion is all about the words in marketing. Choosing the words is critical to convey your message to users as it is. Whether it is anger, praise, joy, excitement or any other emotion, it can only be expressed with the right words.
The words not only help users interact with your message but can help increase conversions. For example, in e-commerce, words like “free shipping”, “free returns”, and “faster shopping” where “free” influences shoppers more than any other word.
Include emotions in visuals
In modern marketing, visuals complement content effectively. Companies now consider neuroscience's effects on user behaviour. For instance, Campbell found that customers prefer matte packaging over shiny ones. This highlights the importance of understanding subconscious preferences to create impactful branding.
Personalise interactions
Every then and now you will read that personalised interactions are more effective. The reason is that it triggers user emotions to think which is faster and stronger when building a long-term relationship.
However, we will suggest you take it a step further by doing hyper-personalisation. In hyper-personalisation, you get closer. It allows companies to tailor their messages and offerings to individual consumers on a highly granular level.
Hyper-personalisation enables brands to deliver highly relevant and timely content, products, and experiences to each customer.
There are notification APIs that gives you insights into your notifications and user behaviour. Like Notifly, Onesignal, Clevertap etc. This approach enhances customer satisfaction, increases engagement, fosters brand loyalty, and ultimately drives better business outcomes
Leverage colour
Colours have a significant impact on your audience's memory. They may forget your name, but the colours will leave a lasting impression in their minds. Each colour carries its own symbolism, so you'll notice that different domains often share similar colours with their competitors.
For example, in the food and beverage industry, many logos feature the colour red. Whether it's McDonald's, Coca-Cola, or Nescafe, these brands use red to evoke feelings of energy, excitement, and appetite.
Similarly, technology companies often incorporate blue into their logos, symbolizing trust, reliability, and intelligence.
Understanding the psychology of colour can greatly influence brand perception and consumer behaviour.
Storytelling
Who doesn't like stories? They are fascinating and engaging and easily communicate everything in the simplest way. The story is powerful as it directly connects the audience with your brand.
One such experiment was performed by a couple Rob and Joshua who bought hundreds of cheap items in bulk. They wanted to see if using emotion marketing they can sell the products.
To your surprise, they did with a huge profit of 2700%. What they did was create fictional stories about their products with the help of 200 writers and auction on eBay.
Bottom line
To sum up, emotional branding techniques offer a great way to boost user engagement. By connecting with customers on an emotional level, businesses can create stronger bonds and keep people interested in what they offer. It's all about making people feel something when they interact with a brand, and that's what keeps them coming back for more.
