The power of emotion in branding

Brands that embody a certain lifestyle or are associated with personal memories occupy a place in life that should not be underestimated. Almost all of us have one or another brand that triggers real, deep emotions - that feels a bit like coming home, that has become a part of ourselves.

As a "fan" we are not alone, but automatically part of the brand world and the associated community. The brand thus creates a connection - not only to the product itself, but also to like-minded people.

Belonging is a deeply primal need. That's why we wear the brands we identify with proudly - whether offensively as a logo on a T-shirt, in the form of attributes that act as a recognition code (the red shoe sole, the button in our ear, ...), or simply by happily sharing social media posts. With what we wear, what we eat and drink, which car we drive, where we go on holiday, ... we show which value system we represent - who we are.

Player needs counterpart

Who am I: Pepsi or CocaCola? Austria or Rapid? Apple or Android? If there is only one product that meets our own quality standards, we have no choice. But as soon as there is an alternative that basically offers something comparable, emotions kick in as a basis for decision-making. It is above all unconscious processes that take the lead in purchasing decisions. So the more palpable and unambiguous brands are, the more clearly they distinguish themselves from their counterparts, the more room they offer for identification.

When we buy a product, we enter a brand world. We decide to belong to this world and thus become protagonists and ambassadors of this brand.

Strong brands are like living personalities with character, idiosyncrasies and stories that touch people emotionally. They can accompany, provide orientation and support throughout a lifetime. The intensity of this connection is in no way inferior to a relationship with a person. Anyone who doubts the power of these emotions should visit a Harley Davidson meeting and explain the advantages of a Kawasaki to the people there.

What do these brands have that I don't?

In short, nothing. At least nothing that you can't push, because this dynamic doesn't just work for the big players. Whether you run a multinational corporation or the "snack on the corner", you can equally make use of emotions in brand management.

  1. TOP PERFORMANCE: An outstanding product of reliable quality. To stay with Harley - motorbikes, sure. But under the tip of the iceberg is much more: the "wild & free" feeling comes with it. And that brings us to the
  1. VALUES: The value proposition must be so clear that people can either identify with it or distance themselves from it. Unambiguous values and a tangible brand world ensure that buying from the competition would be tantamount to betraying oneself.
  1. PASSION: "What you want to ignite must burn within yourself". If you don't push ahead with flying flags yourself, where is the passion going to come from on the client side?
  1. INNOVATION POWER: Followers are left behind, stay free in your thinking and courageous in your actions!
  1. DESIGN: A characteristic and at the same time authentic appearance enables differentiation. It gives the brand a face and enables customers to visibly convey the values it embodies to the outside world.

Branding guided by emotions and values aims to anchor a brand in people's lives and create a lasting bond. As in interpersonal relationships, this cannot be bought with money, but is based on loyalty, truthfulness and ... real love!

The emotional power of your brand is measurable: myBRAND shows in detail how strong you are in the individual areas and where there is still potential. Determine the status quo now as the basis and prelude to value-oriented brand management.