The face of branding is changing, with people insisting on connecting with brands and influencers on a more personal level.
Today, branding is more about building relationships than directly influencing people using traditional marketing tactics.
Emotional branding feeds into this new narrative and involves developing a deeper understanding of your target audience. When you have this understanding, it enhances the content creation process, making you more relevant to those you want to connect with. This is because you are connecting with their challenges, goals, and desires.
Consider the messages that you resonate with online? Some content simply draws you in more. This is emotional branding at work.
What’s more, knowing your audience will impact your logo, colors, and even your brand voice.
To use emotional branding to your advantage, ask yourself how you want your audience to feel when interacting with your brand.
Why Emotional Branding Works
The more someone trusts a brand, the more likely it is they will give the brand their business. It’s trusting that a brand will solve a specific problem or fulfill a need.
The buying process starts long before the actual purchase decision is made. It is the interactions someone has with your brand that determines whether they will convert.
Emotional branding helps you build up this connection with a potential customer, increasing the chances of a conversion and hopefully, loyalty.
Using Emotion in Brand Aesthetics
Visuals are an important part of any brand and you can use emotion to guide this. People process visuals much faster than text, which is why this is such an important element. Whether you have an existing brand or you are in the process of building one, consider the emotions your logo, colors, and photos evoke. Even your fonts play into different emotions.
You may find that you need to change up your brand colors and fonts to ensure you are delivering the most relevant message. Investing in a personal branding photo session is also one of the best ways to bring emotion and your story into your visuals.
Using Emotion in the Content Creation Process
Before you start creating brand content, you will need to tap into the struggles, obstacles, desires, and goals of your target audience. Explore what makes them excited and what leads to feelings of frustration.
Creating content that feeds into the emotions of your audience is how you help them feel seen, heard, and understood. You can even adapt your brand story to fit in with the emotions you want your target audience to feel.
Emotional branding is very underutilized right now so now is the perfect time to make some adjustments to your personal brand to take full advantage in 2021.
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