Eggfirst Advertising

Emotional branding strategy: key to consumer’s heart

A powerful brand strategy combines ‘the logic and the magic’ that is a mix of rational and emotional elements that together, combines to give you a brand engagement, connection, differentiation and focus. We talk about how these days your brand needs to be positioned in such a way that it ‘calls’ to customers rather than just rationalizing itself to them. Emotional connection is one of the five drivers of customer brand insistence in brand equity system. The other four drivers being awareness, relevant differentiation, value and accessibility. The consumer must first know your brand and feel an emotional connection to it for them to consume it. They must see their own self when consuming your brand. People become emotionally connected to a brand for number of reasons: -The brand stands for something important to them. It shares values with them. - The brand is intense, unique, admirable, and vibrant. – The brand consistently interacts with them and makes them feel good.