In the last couple of decades branding has become a growing and a much-needed aspect to build the foundation of any business/brand. According to Oxford Languages “the promotion of any particular product or company by means of advertising and distinctive design” is called branding. However, in an era characterized by rapid digital and social transformation branding now entails not only the strategic solutions to marketing and brand building but also the creative appearance of any company.
Brand Marketing or branding can be of different types but probably the most prevalent one in today’s time is emotional branding. But what exactly is Emotional Branding and how do you use it to your utmost advantage? Let’s take a very simple example, remember the iconic airtel ad “Jo Tera Hai Wo Mera Hai”, or the Coca Cola ad “Share a Coke, Share a Feeling”, the common note between these two ads lies in its brilliant strategic implementation of emotional branding that directly impacted how people perceive these brands and still trust them over others. Branding as such directly impacts the consumer’s emotional self, requirements and aspirations and makes them feel heard leading to prolonged trust and sustained success. Through this blog Optimist aims to dissipate misconceptions about emotional branding and steer focus towards its pros, cons and how to use it to your utmost advantage.
Before we dive into the usage and importance of Emotional Branding, let’s take a look at how emotional branding appeals to consumers and how Neuromarketing is helping brands gauge consumer responses better and thus improve their marketing tactics swiftly and efficiently. Neuromarketing is an up and coming consumer study method that extends its roots from neuropsychology and is an effective way to measure and predict how the audience’s brain reacts to advertisement and thus help brands make informed decisions regarding the kind of branding that they want to put forward. According to studies, neuromarketing has efficiently predicted that most purchasing decisions are made emotionally leading to an increased appeal for branding that targets emotions. Thus, most brand strategy consultants have employed these methods and have been successful in this endeavor. However, as much as neuromarketing is helping us learn about customer behavior and the benefits of emotional marketing, there are obviously a few drawbacks that cannot be ignored. Ultimately it all depends on the brand marketeer’s skill to properly analyze these consumer responses and put out branding that resonates with the brand value, consumer need and product requirement.
As previously discussed, there are multiple emotional branding benefits, some of which include:
However, there are also multiple emotional branding drawbacks as overuse of such marketing can make the brand appear corny and steal the focus from the product leading the general consumer to be dissatisfied and frustrated.
Ultimately an ideal brand marketing strategy is one where there’s a balance between pros and cons of emotional marketing and provide campaigns that can remain longer in the consumer’s mind and increase consumer curiosity. Building a brand based on its emotional appeal can be challenging and often even demotivating in its initial stages but if used properly it can take your brand to new heights and ensure sustained success.
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