Appealing to group needs has worked for many other brands that define a group and then invite the consumer into it. Benefits of the Emotional Branding Strategy The impression that someone has about your brand is vital to whether they consider it for purchase. However, Princeton studies have shown that it takes less than a second to make a first impression.
Part of emotional branding is seizing that first second so that the first impression is a good one. We canadian biotechnology email list may consider ourselves to be creatures of logic, but much of how we make decisions depends on our subconscious and instincts. That subconscious needs to be reached if we are to drive decision-making. The subconscious needs of the customers’ dreams, needs, ego, and aspirations are vital in creating an emotional connection.
Three studies have shown that people may forget the specifics of a brand, such as the specific fonts or product pictures, but they remember the feelings evoked by the brand. Emotional branding taps into this, creating attachments between customers and brands. This makes it the perfect way to stay memorable in the minds of consumers and to create relationships with them that can continue long-term. It’s a way of speaking directly to the consumer and having them respond with an emotional connection.