Cambridge dictionary describes branding as “the act of giving a company a particular design or symbol to advertise its products and services.” However, the meaning of the word ‘branding’ today, is not just limited to visual aesthetics like logo, name, design, etc. Over the years, the term ‘branding’ has acquired a myriad of meanings and connotations that reveal that it is a perpetual process of establishing an identity in the stakeholder’s minds. It won’t be wrong to say that branding is one of the most effective business strategies in today’s business world that moves beyond visual identity.
Emotional Branding
Emotional Branding can be understood as a practice of building brands that can appeal directly to the emotional state, needs, and aspirations of the consumer. Various corporations
use Emotional Branding to build a deep intrinsic relationship with their stakeholders and create an identity in their minds which evokes emotions such as nostalgia, love, companionship, or any other feeling of bonding.
Because “emotions are energy in motion”
A star-clad advertisement policy with a perfect amalgamation of affordable price is what 'Lux' chose to establish itself as an 'Emotive Brand.' Lux is one of the 'Power Brands' of Hindustan Unilever Ltd.’s varied portfolio. It was launched in 1916 as a block of laundry soap in the USA and entered the Indian market in 1929. Its purchase decision by customers is based on emotions- the desire to look as beautiful as their favorite stars. Moreover, the low-price strategy has helped 'Lux' to become a household name, making it a market leader in the Soap Industry in India, Brazil, Thailand, and South Asia.
Why you need Emotional Branding?
Emotional branding is critical in marketing products and services as it directly impacts the process of choice and decision-making for an individual, making it one of the best business strategies in today’s competitive world. When coupled with other business strategies, Emotional Branding has the power to create a loyal customer base that wants to re-experience the feelings invoked by your business, hence, initiating the growth of demand for your product/service in the market.
Digital Marketing and Emotional Branding
With the advent of technology, connecting with customers has become a lot easier. Through social media and other online platforms, businesses can now initiate two-way communications with their existing and potential customers instantly. A robust digital marketing strategy consisting of interactive and informative content can help your business grow more and create a loyal customer base for your brand.
So, if now you are convinced about the power of emotional branding, it is the perfect time to take the first step towards it. Through Digital Marketing strategies, you can take your business to the next level and connect with your existing and potential client base like never before while creating a brand that has a special place in the hearts of your stakeholders.