Brands use emotional branding to create a connection between the brand and the consumer by using emotions in a specific way. Advertisers try to generate content that can be triggered by a consumer’s personality, needs, goals, or experiences. It also describes a supportive tool in marketing that is used to strengthen a brand’s perception. It helps to support the brand’s identity and public image. In a world, with global competitors, it’s important for brands to deliver an individual language and gain the trust of the consumer. Emotional branding gives the brand a character and makes it possible to pull clear from competitors. The goal is to create full brand loyalty towards the consumer.
BBC-story-works did research on the topic of emotional branding. In “The science of memory” the researchers describe how brands can create big moments in advertising that can manifest themselves in the consumer’s long-term memory. The study proves that if very personal stories or experiences of a protagonist in advertisements are promoted, the consumer connects these emotions to the brand. Especially if the issues portrayed are somehow relevant for the individual consumer.
Emotional branding is an important tool not only for the brand’s image itself but also for a new generation of consumers, that tend to be more interested in a brand’s social and environmental attitude than generations before.