Branding professionals have always believed that connecting brands to the individual at the subconscious level results in brand success. This can be substantiated with recent research, which has proved that all humans have an emotional core, which can be tapped into for brand building. Therefore, if a marketer is able to harness the power of human emotions, they can make the brand grow faster than the competition.
Tapping into the emotional 'right space'
Many brands have been able to tap into the emotional 'right space' to create the most valuable impact when it comes to emotional connection. Thus, when emotion is brought into branding, which in turn plays upon the senses, the brand experience is enriched so that the consumer loyalty and preferences shift towards the brand on a long-term basis. The consumer forms a strong bonding and association with the brand, which helps the individual connect with his private sphere and rekindle the warmth in their personal world.
The rational mindset
Not long ago, the rational mindset prevailed in the consumer's decision-making process. However, the primary quest that drives consumer mindset today is related to emotions and hedonism. As part of these changed circumstances, branding gurus have readapted their branding techniques so that the act of consuming the product or service in question brings out the feeling of emotion, sensation, and pleasure.
Enriching brands with emotional experiences
When brands are enriched in various ways so that these become capable of delivering better emotional experiences, these products re-ignite the human senses and drive emotions. The product's hedonistic appeal fills the 'void' with the consumer, albeit temporarily until the product or service is consumed, making them buy it and provide the distinctive experience it offers. In this manner, loyalty is ensured for the product in question.
A few examples of companies, which have delivered better emotional experiences and have been richly rewarded are:
Apple: The branding strategy uses simplicity, clean design and the appeal to join the lifestyle movement. The company recognized that we are social animals and always strive to be a part of a revolution such as part of cutting-edge technology and the newest events in society.
Coca Cola: The company's identification of the right emotional space with laser precision on one emotion – happiness helped it win the game. Coca Cola executed every communication as well as activation with the intention and happiness of eliciting happiness among its consumers.
Singapore Airlines: Moving from the traditional advertising strategy focusing on cabin comfort, design, food and price, Singapore Airlines focused on the emotional experience of flying. They completely overhauled the image that Singapore Airlines reflected in the mind of the flyer besides creating the "Singapore Girl" – an emblem of the brand which described the airline's flight attendants as an archetype of Asian beauty. They even launched a signature scent called Stefan Floridian Waters, which went on to become a unique trademark of Singapore Airlines that conveyed in the minds of flyers memories of sophistication and sensuality.
This brand touches the right emotional chord by playing around ethics and tradition and evokes the nostalgic appeal when it comes to chocolates. Thus, no matter the reason or season Cadbury has focused on creating moments of pleasure in communities around the world. Some of the iconic brand campaigns of Cadbury's in India include ‘Kucch Meetha Ho Jaaye’ ‘Shubh Aarambh’ and ‘Meethe mei Meetha", which have made people emotionally connect with this brand for any festivity or celebration.
Through the use of emotional branding, Harley Davidson managed to create a cult like following for its bike. They managed to create a culture around the brand that increased the customer connect manifold.
No matter how effective a brand can be in terms of price and functionality, it can truly be enriched if it is capable of providing intangible and irrational attributes that act as the new factors for its success. Besides, the new experiences and emotions, such brands can create greater differentiation, so that the customer's preference improves and their affection is thus secured on a long-term basis.