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Emotional Marketing: The Power of Brands to Connect with Consumers

Updated: Feb 7

Tomris Yavuz  is tahe author of the article titled : Emotional Marketing: The Power of Brands to Connect with Consumers

Publication date: 17.08.2023

Brands usually create an emotional bond with their target audience through the use of emotional marketing. This type of marketing aims to bring about particular emotions as opposed to only emphasizing a product or service's characteristics.

In this way, companies build a connection with customers on a deeper level. As a result, brands may leave a lasting impression on their customers and increase brand loyalty. Those end up developing enduring relationships that appeal to their emotions.

Moreover, most of the purchases are not decided in a rational way. Rather, customers' unconscious mind decides whether to buy spontaneously or not. Eventually, brands and companies take advantage of these spontaneous decisions through emotional marketing. In fact, it is beyond quality and price. It is actually more about the connection and feelings built between the customer and the brand.

Impact of Visual Elements

Emotions are strongly influenced by visual components. That’s why you should include aesthetically appealing and emotionally engaging graphics in your marketing materials. Use colors, designs, and photographs that correspond to the emotions you wish to evoke. Vibrant colors, for example, can elicit feelings of enthusiasm, whilst soft colors can elicit feelings of tranquility or nostalgia.

An Effective Strategy of Emotional Marketing: Storytelling

One of the most effective ways to conduct an emotional bond is through storytelling. In fact, stories have the ability to evoke feelings like joy, sorrow, empathy, or enthusiasm. In order to engage the audience and appeal to their emotions, emotional marketing uses narrative.

For example, brands may elicit emotional reactions that increase the recall and impact of their message by using relevant characters and scenarios. Through compelling narratives, brands can highlight the difficulties and problems of their target audiences.

Hence, brands can promote empathy and understanding by spotlighting real-life situations or made-up stories. These correspond with the experiences of their target audience, giving customers a sense of being seen and heard.

people working on emotional marketing

Another Way of Emotional Marketing: Emphasizing Social Responsibility

Social responsibility is the integration of themes and messages that show a brand's dedication to having a good impact on society. For example, brands may inspire feelings of empathy, compassion, and a sense of purpose in consumers. This may be done by integrating their marketing initiatives with social causes and moral principles.

Moreover, brands frequently initiate cause-related marketing initiatives that highlight particular social or environmental challenges. These campaigns aim to inform the public, increase public awareness, and persuade consumers to support the cause. Hence, emotional marketing is used to arouse consumers' empathy and concern for the problem. Also, it motivates them to take action through donations, volunteer work, or spreading the word.

Initiatives for corporate social responsibility (CSR): Brands can include their ongoing CSR programs in their emotional marketing campaigns. In fact, this involvement in initiatives, charitable donations, or sustainability efforts are positively appreciated by the consumers.

Some Real-Life Examples of CSRs

1. Dove - Real Beauty Campaign

The campaign includes women of all ages, nationalities, and body shapes, all of whom are celebrated for their natural beauty. The emotional impact stems from questioning conventional beauty standards and encouraging body positivity and self-acceptance.

2. Patagonia - "Don't Buy This Jacket" Campaign

This campaign emphasizes that customers should think twice before purchasing an outfit. Also, they should be aware that every new product bought has a significant impact on the environment.

3. Procter & Gamble - "Thank You, Mom" Campaign

Let’s look into one of the most famous emotional marketing campaigns in more detail:

The campaign is linked to the Olympic Games, a global event that promotes sportsmanship, devotion, and excellence. By partnering with the Olympics, P&G stresses its support for athletes and their families on a global scale, reaching a wide audience.

The campaign aims to honor Olympic competitors' mothers and the important role they play in their children's achievements. Thus, the ad has become linked with P&G's dedication to emotional storytelling and social responsibility since its debut.

Storytelling in “Thank You, Mom” Campaign

The campaign uses emotional storytelling to highlight mothers' support, sacrifices, and encouragement for their ambitious athletic children. The commercials depict the emotional journeys of the athletes and their moms, emphasizing the mother's role as a source of strength.

The emotional appeal of the campaign transcends cultural boundaries, engaging with audiences all over the world. Ultimately, the campaign's message of appreciation for mothers is global, allowing it to connect with people from all over the world.

Marketing Channels Used in “Thank You, Mom” Campaign

The campaign uses a variety of marketing channels, including television, digital platforms, and social media. This multi-platform strategy maximizes the campaign's reach, ensuring that the emotive messages reach many people.

emotional marketing at work

The campaign highlighted P&G's commitment to social responsibility, emphasizing its support for women, and youth sports programs. P&G has positioned itself as a brand that cares about the well-being and prosperity of families around the world.

Emotional Marketing and Brand Loyalty

Customers are more likely to become committed supporters when they feel emotionally attached to a brand. Emotional marketing fosters a sense of belonging and trust. This, eventually increases the likelihood that customers would return to the brand and promote it to others.

How can brands connect with their consumers?

If you want to promote your brand, don't forget to take advantage of emotional marketing! According to Deskera’s article, advertisements that elicited an above-average emotional response from consumers resulted in a 23% boost in sales when compared to typical ads.


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