Emotions are vital factors that drive our daily decision making. Brand Emotions are what the brand wants their audience to feel whenever they come into contact with the brand’s visual displays, fonts, logo, color, or even just the brand name. Before establishing a brand, the brand must define the emotions they would like their audience to feel. Over time, as a consumer experiences a brand, their involvement emotionally increases. Particularly when the product exceeds their expectations, their emotions toward the brand will grow positively.
A company must develop a good product or service that solves a consumer need and adds value to the consumer. The product or service has to be one in which people want to buy. Positive emotions equal long-term return on investment. For example, my first interaction with skincare was after my job at a skincare company. I was trained on the dos and don’ts of skincare, which led me to try the company’s products. As someone who struggled with cystic acne and texture for years, finding a product that worked was such a positive feeling. The company prided itself on showcasing the before and after photographs and results from their products, which persuaded me to keep trying every line. Now I am loyal to the brand and recommend it to everyone I know.
Emotional involvement builds brand advocacy and can eventually lead to the brand establishing itself as a relationship brand. It is important to cultivate emotional connections between brand and customer as that grows the brand and drives brand loyalty.