Emotional Branding For The Small Business

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What is emotional branding?

emotional brandingAt the time where people are more vocal than ever about their feelings trying to implement emotions into a brand strategy seems like a nightmare of a task. It is not difficult as it seems. Few companies can really see success. Emotional branding has emerged because companies have realized that people are tired of being sold to. It is more effective to connect to an audience than to just give them the cold pitch.

Emotional Branding is building a brand’s voice to appeal directly to the customer’s emotional state and needs or even aspirations. Instead of telling consumers that e.g. a car has the best features for the lowest price, you would call out how economic a car is and by driving it consumes less fuel which is a part of a bigger movement to preserve the planet, “Eco-friendly”. So, the first part speaks to the logical mind of the consumer, the second part appeals to their heart.

How small business can find success in emotional branding?

There are some steps to effective emotional branding.

Determine an emotional state of your product

Before any branding is established, you need to determine what emotions you want to connect with. For instance, Coca-cola used to have campaigns with the names on their bottles and cans. The whole concept of having such campaign was to bring people together with their product. That emotional branding raises them above their competitors. There’s not a formula for determining your emotional branding, but it is necessary to establish before moving on the next step.

Implement the emotional positioning into your brand strategy

Your words on your website, your graphics, your answers to your customers needs to be consistent when you want to deliver your message. Planning how to incorporate emotion into your brand strategy is vital to helping your company.

Converting your audience from emotional sympathizers to loyal consumers

The primary goal of all companies is to sell. But the key is not to force your customers to buy but to balance the selling with the emotional positioning. For example, Kit-kat’s promo message “Have a break, have a kit-kat” although they are showcasing their product and making a pitch on their ads they touch on their position of peace, calmness and good vibes while their still selling their product.


Emotional branding is the new approach. But as social media becomes more prevalent and consumers increase their desire to connect with companies it has become a more successful approach.

Understanding how it works can help your business better reach your consumers and establish a stronger relationships with them.