Emotional Branding: What It Is and Why Your Business Needs It

MAD Contibutor-Freak Martina writes in this week reminding us of the value of emotional branding.

Every business obviously loves a loyal customer because that person will regularly buy their products, tell their friends and family about the brand, and keep up with new releases. You’ve probably seen on the news stories of people camping outside stores in order to be one of the first to get their hands on a new product. They are passionate about the brand and its products. This is a sign of emotional branding.

When a customer begins to feel a deeper connection to your brand rather than buying your products just because it’s the cheapest option, then emotional branding has occurred. If you learn about emotional branding and intentionally implement emotional branding strategies, then you will find more people becoming loyal fans of your brand.

More than Branding

Emotional branding goes a step further than branding. It goes beyond the designs, logos, and missions to trigger a certain emotional response in the customer. There are 16 emotional “hot buttons” you can aim to trigger in your consumerbase:

  • Family values
  • Better than you
  • Self-achievement
  • Desire for control
  • Excitement of discovery
  • Desire to belong
  • Fun
  • Revaluing
  • Not enough time
  • Desire to have the best
  • Sex, love, romance
  • Intelligence
  • Reinventing oneself
  • Nurturing response
  • Wish-fulfillment
  • Power, dominance, and influence

Speak to that emotional trigger in all of your content and communication with customers. It will reinforce the emotional need, encouraging customers to feel connected to your brand. They will feel like you understand them and are the best company to fulfill their needs.

Why Emotional Branding Is Important

Why should you care about emotional branding? Many consumers identify themselves with the brands they use. As pointed out by the marketing manager of Smirnoff Vodka, Nyimpini Mabunda, “Customers define themselves through brands they use. The branded clothes they wear, the cars they drive, the drinks they consume, university they attended, favorite spots to hang out, and so on.”

If you want to be the brand they choose, you’re gonna have to give them a good reason to. Why would your target audience choose you over competitors? What emotional needs do they have? Think about which of the 16 emotional hot buttons will work best on your customers and then use it in your branding and marketing campaigns. Remember that it must speak to a core need of theirs or it won’t work.

An emotional bond created with a brand is similar to a bond between humans. Once a customer has an emotional bond with a company, it will be very difficult to break that bond. It would not be easy for that customer to switch brands.


Emotional branding involves creating an emotional connection with customers based on a core need of theirs. The goal is to create a certain feeling in your customers and earn their loyalty to your brand. Once a customer becomes passionate about your brand, he’ll be a customer for life.

If you care about building lasting bonds with your customers, contact us for help with your branding. We are committed to helping businesses build brands that people love.