Emotional branding: what it is and how to apply it in your company

Through emotional branding it is possible to optimize everything that makes up your brand to earn the loyalty of your users.

Consumers can have emotional reactions not only with world-renowned brands like Apple, your company can also get it and it’s just what I’m going to show you this time.

If you want to know what emotional branding is, its advantages and how to apply it in your company , stay with me because you will have the bases to execute this technique.

What is emotional branding?

Emotional branding is a technique that seeks to create a relationship or link between consumers and brands , provoking emotions.

This is achieved by creating content that appeals to the emotions, needs and aspirations of prospects and consumers. In other words, making the brand and its products more humane and looking more for the sentimental so that reason remains in the background.

You have to understand that consumers do not only seek to meet or fulfill their needs, but also to be satisfied and happy with their purchase decisions, which is why emotional branding is so important.

The main purpose of emotional branding is to “align feelings with business needs”.

emotional branding vs. emotional marketing

Emotional branding differs from emotional marketing in its approach.

Let me summarize it for you: emotional marketing is used to promote movies, products, tourist destinations, etc., using tools to create marketing campaigns based on emotions.

Through music, colors, social media campaigns and more, you can associate emotions with a product and promote it. But emotional marketing is not only used for brands or products. In addition, it works in the background, independent of the brand.

On the other hand, emotional branding has as its main objective to anchor a brand in the consciousness of its audience from the emotional point of view and inspire customer loyalty.

It may interest you: Differences between branding and identity 

5 advantages of emotional branding

Emotional branding provides many benefits for companies. If you don’t believe me, I’m going to tell you about 5 of the most important so that you stop wasting time and start applying it.

1. Better brand positioning

This is one of the most direct advantages of emotional branding, as it helps you increase the recognition and positioning of your brand.

Emotional branding techniques are designed to convey a sense of ownership to customers, making them feel part of the business and keeping the brand in their minds.

What is achieved through emotions is almost immediate, since everything is through reactions. This also helps to achieve an extra link, since what is felt is more difficult to forget than what is observed.

2. Give a concept to each marketing strategy

Betting on emotional branding allows you to give a concept to each part of your marketing strategy .

Whether you want to work on your overall product design, designing newsletter templates, or your customer satisfaction strategy, emotional branding can be included in each of those tasks.

3. Perfect match with storytelling

Storytelling is one of the most effective techniques in marketing, related to the emotional, as it helps you connect the story of a brand with its audience through experiences.

If you effectively connect storytelling and emotional branding, without a doubt, marketing metrics will improve and sales will grow.

4. More engaged audience

As audiences create more experience with brands or products, they tend to share more with them and the people they know, giving them more exposure.

Companies can take advantage of this to provide the same experience to people close to said audience and thus generate more dialogue and rapprochement with their brand.

Remember that your customers are the best ambassadors of your brand, and their positive perception is one of your greatest assets, so work on it well.

5. Added value

Businesses these days can’t just have a monetary goal or focus solely on creating an emotional connection with their prospects and customers.

It is essential to have a bigger purpose, above all, taking into account the younger generations.

Therefore, it is important to add value to your brand and why not? Giving a portion of the profits to a greater purpose, such as charity.

If you do this kind of thing in a natural and honest way, your customers will feel that, in addition to choosing good products, they are helping to buy from you and that is always a plus.

The 4 bases of emotional branding

Emotional branding requires 4 stages to be truly effective. Although there is no single method, if these elements are considered, good results are more likely. Let’s see.

1. See users as people and not as customers

It is not something new. If you want to reach your goal faster, you have to think of people as more than just consumers.

For this, it is key to be empathetic and go beyond the emotional. You have to focus on understanding what emotions your prospects have, which ones your buyer personas share, and being able to create an emotional bond.

2. Provide an excellent user experience with the product

If you want to discover the emotional motives of your customers, you have to look for the positive comments of third parties that help you strengthen the principles of your brand, aligning them with feelings.

In this way, potential customers will get a better experience and, given this, it will be easier for them to trust you and choose you.

Experience is always key when buying a product, so pay close attention to this point of emotional branding.

3. Use Storytelling strategically

Telling stories is an excellent tool, especially when it is done through artistic expressions, linked and close to the sensations of consumers.

If you manage to get them to perceive them and really reach their hearts, you are practically on the other side and you will have connected with them in a masterful way.

A story with value and strong narrative elements is excellent for engaging users and attracting them to your brand.

4. Value and nurture your relationship with users

Emotional branding goes beyond shopping; it never ends when closing a transaction.

One of the objectives is to encourage customer care, loyalty and good communication with them so that the relationship becomes much stronger and grows.

In this way, brands can aspire to win permanent and loyal customers who not only buy more, but also recommend their products or services.

How to apply emotional branding in your company

It is not easy to build and have emotional branding that is effective and that really helps you connect with the emotions of your consumers, but of course it can be achieved and here I will explain the steps to follow.

1. Determine your goal

The first thing you have to do if you want to implement emotional branding in your brand is to establish where you want to go. This way the road will be much easier.

In addition, you will be able to identify how close or how far you are from your goal every certain time to, if necessary, make changes.

It will also help you to be aware of what people are saying about your brand. It is a key indicator to know if emotional branding is working.

2. Identify the values ​​of your company

This second step is key to making better decisions and in a much more fluid way.

You can identify the most important values ​​and develop them as time goes by, so you will avoid taking contrary actions that could harm the image of your business.

You can review our post on the values ​​of a company so that you know which are the most important and how you can identify them.

3. Recognize the qualities within your business

In addition to values, it is important to recognize the qualities that your brand possesses.

This will help to position it much more strategically and even quickly, since establishing them correctly will provide you with benefits.

In addition, you will be able to reinforce the messages that you use when you carry out campaigns to publicize your company and its products.

Remember that qualities help prospects more easily identify how your products or services can help them.

4. Check skills

When you have well-defined qualities and values, it is important that you verify that your business really possesses them.

Once this is done, focus on disseminating facts that reflect those values ​​through social networks or other digital media, so that you can build a community among your consumers and potential clients.

You can use testimonials and opinions.

5. Measure the effectiveness of your emotional branding

Finally, you have to have a method to measure the effectiveness of your emotional branding.

See how much the position of your brand improves in the thought of your community and how they express it in digital media.

All this will help you to know if you are on the right track or if some elements need to be adjusted.

3 examples of emotional branding

There are many brands that have known how to take advantage of emotional branding to raise their image.

Do you want to know some of the best examples of emotional branding? Now I list them and explain them briefly so you can see how you can do it too.

1. Coca Cola

Impossible that Coca-Cola is not on this list.

Throughout its history, this soft drink company has used feelings of happiness to create a close and loving bond with its customers.

In addition, it is capable of empowering and driving customer decisions through feelings.

Coca-Cola is clear: it doesn’t matter if they are the best, happiness is the key, which is why it is one of the banners of this very important brand worldwide.

2. Nike

Nike stands out for the passion it transmits towards sports, life and the motivation of people to stay active in their day to day.

Even on the 50th anniversary of the brand, which was in May 2022, she created an advertising spot in which she made it clear that the story is not about to end and that there will always be challenges to overcome, but that she is ready for it.

Great figures from basketball, tennis and many other sports and disciplines appear.

In addition to this, Nike has always known how to use big events, such as the World Cup, to generate emotions among its audience. You won’t let us lie.


This beer brand is characterized by its high creativity, as it is capable of correctly disseminating its values ​​and knows how to take advantage of the potential it has through social networks.

An example of this is its sponsorship of the UEFA Champions League and that of Formula 1.

In addition, in his Father and Son campaign he used emotional branding very well, as he presents the former drivers Keke Rosberg and his son Nico Rosberg, retired and former Formula 1 world champions, in a campaign that goes against driving under the influence of alcohol. .

In the video, both face each other in a race. However, before the event, the son drinks non-alcoholic beer, proving that a good driver is one who doesn’t drink. Thus they managed to convey a message of responsibility effectively.

Final Tips on Emotional Branding

To finish, I would like to give you some advice or talk about some of the best practices of emotional branding so that you can get the most out of it.

1. Focus on all the visual elements of your brand

Feelings are key to emotional branding, which is why the influence you cause in the subconscious is extremely important. And what better than to achieve it through the visual.

That is why it is important that you pay close attention to all the visual elements of your brand, such as the logo, the typography, the movements and the depth of the messages you transmit.

This way you can create much more positive experiences in the emotional field.

2. Encourage your audience’s engagement with your brand

Creating engagement with your audience is essential because it helps them feel much more connected to your brand and react more emotionally.

You can implement some actions for this, like:

  • influencer marketing
  • Sharing user generated content
  • Respond to comments on networks or your website

3. Be effective in solving problems for your audience and clients

One of the things that clients and potential clients appreciate the most is speed.

Therefore, it is important that they are aware of what they need through your website, social networks and other means of contact.

Customers highly value a quick and effective response when companies make a mistake or when they need to resolve a question.


Now that you know what emotional branding is, how to apply it, and some of the most significant examples, it’s time for you to start establishing a powerful bond with your customers through it.

These types of strategies, if implemented well, can have a huge impact in the long run, so don’t just throw it on deaf ears.

Remember that the key point of emotional branding is to see customers as people and understand how they can really be interested in your products so that they become ambassadors of your brand.

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