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.

There are many innovative ways you can achieve this emotional connection – from advertising to consumer interaction to quality of product to organizing events to build a community. Emotional connection can take your customers beyond brand loyalty to the ultimate measure of becoming a compelling brand. These connections build over time reflects on the brand recall and recognition value in target audience’s mind.

In the book ‘The Dream Society’, Rolf Jensen makes the case for a shift from an information society to a dream society in which imagination and storytelling become the primary drivers of value. He identifies six emerging emotion-based markets: Adventure, Community (togetherness, friendship, and love), providing and receiving care, Self-expression (“Who am I?”), Peace of mind, Standing for something (convictions), any brand that seeks to create emotional connection should find ways to tap into these and other underlying human motives. Eggfirst advertising agency understands the power of emotional content marketing and thinks of creative branding strategies to increase their client’s brand recognition value.

Their result-oriented approach makes them ponder if their content strategies galvanize people from inside out? Is it inspiring? Does it align with the vision and purpose of their client? Does it bring focus and attention to the brand? Is it snackable and shareable content? Will they move the brand beyond the confines of where it is now? Is there an emotional story embedded within the brand strategy that people will really want to hear? Eggfirst being a creative branding agency understands all these points and treats the brand as their own and works at utmost length for them to reach their target goals. For eg how they creatively rolled and created an amazing tvc for client Fino payments bank and amongst the first of its kind campaign in the education industry, Eggfirst conceptualized and produced a series of digital commercials to launch their 2021-2022 campaign for Vibgyor.

Eggfirst advertising agency is all about putting the customer at the forefront of their branding strategy in a more detailed way than previously possible. We make personalized thoughtful, content and our content marketing strategy is powered by big data and innovative tech that defines the way our brands communicate with customers. We focus on content that is appealing to a customer with emotional, conversational and visually engaging content to get better outputs. In this competitive industry often saturated with sensationalist talks around constant innovation this should provide marketers and brands with an idea of practical and actionable improvements that emotional content marketing can provide to their existing branding strategies.