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Emotional Marketing: Creating Brand Connections

Updated: Dec 16, 2023

Vincent from Vision Factory

Author: Vincent Bernard

Date of Publication: 04/04/2023

Emotional marketing is a strategy followed by companies to use human emotions to push customers to act. The goal of strategies using this type of marketing is to have a persuasive message. This way, they create a strong link between the brand and the customer. So, now we are to see how companies use emotional marketing and its benefits.

Establishing a strong emotional link between the brand and the customers

emotional marketing

The use of human emotions in marketing allows the creation of a strong relationship between the customer and the brand. Indeed, positive emotions through different ads will reinforce the feeling of attachment consumers feel towards the brand. Therefore, they will be more loyal to the brand. Thus it's more likely to continue consuming its products thanks to established trust relationships.

Influencing action

The emotions that consumers feel can drive them to make a purchase. Indeed, the emotions felt will create a sense of urgency. As a result, this will encourage consumers to act quickly. In addition, the trust that customers have in the brand will make them feel engaged in the act of purchase. This is because they will feel like they are supporting a brand to which they are attached.

Differentiating from the competition

Applying a marketing strategy aiming to evoke emotions makes you different from the

competition. In fact, through the ads put in place, companies will seek to tell a story, create an immersive and different experience. This will attract the curiosity of consumers towards the offer proposed. Therefore, it will anchor the product/service in the consumer’s mind.

Creating a positive brand image

Arousing positive emotions in the consumer will improve the brand’s image in their mind.

Establishing an emotional connection and building trust with consumers, along with showcasing the brand’s identity, can create a positive image of the brand. Sharing positive emotions such as joy can also contribute to creating a positive image of the brand. This will bring positive and lasting relationships with consumers.

Brands using emotional marketing campaigns

The first step is to identify what feelings consumers currently feel when they buy your products. This will allow us to understand what problems and needs are pushing them to make the purchase. Therefore, it is necessary to use this observation to know which direction the marketing campaign should take. Next, taking into account the identified needs and desires, it is necessary to establish the best way to respond to them.

This way, we will be able to define and put in place the best possible experience for customers. As a result, they will feel the right emotions so that they make the purchase.

So, the company will have to tell a relevant and interesting story based on the observations made on the persona. This story will focus on the things that truly interest the target group.

However, before implementing a marketing strategy, it is first necessary to know which

emotions can influence consumer behavior.

coca-cola ad


Fear is an emotion that brings panic to the person who feels it. Eliciting fear in people watching an advertisement will allow them to fear the results of not buying the product showcased. For example, insurance companies often use this emotion to showcase the risks involved if one hasn’t subscribed to insurance.


Eliciting anger in consumers can stimulate strong emotional engagement toward a social problem. For example, this could be some damage caused to the environment. Thus, this will promote increased interest in ecological brands encouraging consumers to fight for the environment.


Showing joy is one of the most used emotions in marketing. This is because it creates an association of the products with a positive image. In fact, its use can be seen in many advertisements where people use the products smiling, laughing, and having fun. For example, in Coca-Cola ads, we see festive scenes where people are having fun. This way, customers associate the drink with a moment of pleasure.


Evoking nostalgia allows brands to bring up happy memories for consumers' past associated with a cult product. This emotion is often used by cult brands, such as McDonald’s. These brands usually use universal elements that evoke something in everyone, such as a slogan or a product, etc…

To conclude, the use of emotions has many advantages when applying a marketing strategy.

However, companies should use them ethically and responsibly. This way, we will avoid

manipulating consumers and creating negative experiences. What’s more, It is also important not to use consumer data without their consent and to respect their privacy.


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