Emotional branding is a highly influential technique to hook the users. It is a consumer-centric approach (Or User Centric Approach), driven by stories to build an intense, heartfelt, eternal relationship between consumers and the brand.
Emotional Branding is to be like a life partner — provide a self-identity in front of society, treat them as people rather than buyers, provide them with an experience, inspire them to have dreams, help them to accomplish those dreams, create a shared community(Harley-Davidson community, Apple users), help them to create stories with your product/service, become part of their memories and grow to be an important part of their Social Life.
Source: How to hook Customers with Emotion? -Shah Mohammad
There are several things to know by the brand that make them emotionally attached to the consumers, they are:
Understanding the Consumers
Empathy
Spending time with Consumer
How product changes the Consumer’s life
Story Telling
Co-Creation.
It is nothing but brands thinking of themselves as consumers and building a long-lasting relationship with them.
CADBURY DAIRYMILK
Cadbury is one of the finest chocolate manufacturing brands and has a very large history, dating back two centuries.
In the above Ad, a child buys chocolate for her mother's birthday. It handles many emotions such as innocence that attracts everyone, the shop keepers empathy which makes the audience feel she is Big-Hearted, the mother's unlimited happiness when the kid gets her the Chocolate.
Playing with Consumer Emotions is very hard. Every kid who watches the video has Dairy milk in their mind when they want to buy a chocolate; and innocence attracts other age groups.
The above ad tells the history of Cadbury and how they make the finest of all chocolates; developing trust and confidence in the customers. It is always on the consumer's mind that a product which has very rich history also has very good quality.
KITKAT
KitKat is known for the tagline “Have a Break, Have a KitKat”. The ads of KitKat are always combing a similar concept. A busy working person or student will feel energetic & refreshed during the break.
The above ad is full of lots of energy and every person can relate in terms of eating a KitKat during the Break.
This ad is mainly concentrated on machines that act like working persons. The Empathy of the brand plays a vital role here.
SNICKERS
Snickers is a well-known Instant Energy Provider Brand .
This snickers ad shows how the doctor was careless because of his Hunger. Snickers also has similar strategies like KitKat conveying the same emotion in all advertisements. “Being Funny “ provides an Instant Energy bar which solves “Hunger”.
Different Emotions used by Brand:
The role of Emotional Advertisements gives an impact on the customer to be loyal to the Brand.
Ø Cadbury targets the audience with Storytelling & Empathy
Ø KitKat targets the people at situation when they consume Chocolates “BREAK”
Ø Snickers holds the mantra of Funny advertising and succeeds.
Cited Sources:
Shah.M .,(2017) "How to hook customers with emotions ?" Medium Online Journal
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