Brand Emotional Connection

When brands create an emotional connection with customers it can build a closeness and a deep personal relationship that fosters trust, loyalty and advocacy.  Brand emotional connection is when customers have a subconscious bond with the brand that keeps them returning even when there are alternatives. When a customer feels emotionally connected to a brand, they are more likely to use the product and recommend it to others. Their feelings go beyond the value of the product or service and into a realm of feelings, value and identity. In this article we will explain what a brand emotional connection is, how to foster an emotional connection with customers and examples of businesses with a brand emotional connection.

What is Brand Emotional Connection?

Brand emotional connection is the degree of overall positive feelings a consumer has about a brand. It is basically how emotionally connected a customer feels to a brand. It goes beyond the purchase of a product or use of a service, and speaks to a consumer’s heart. An emotional connection occurs when customers connect their desires, values or aspirations to a brand.  Often this emotional connection is the motivator for a consumer to choose a brand over another.

What is a Brand Emotional Connection Score

A brand emotional connection score is a score that reflects the percentage of customers who have a strong emotional bond with the brand. It distinguishes between what customers perceive as a “good brand” and one they feel an “emotional connection” with. It originated from the concept of emotional branding created by Marc Gobé more than 15 years ago. His work focused on the idea that brands need to connect to consumers on an emotional level and encouraged brands to build emotional connections with their customers. The brand emotional connection score is a way to assess how well a brand is doing at connecting emotionally with its customers. The score gap is important as it reveals how many customers are feeling deeply connected to the brand and how many just think of it as a good brand.  A large gap between the two is an opportunity for brands to convert customers from merely being satisfied with the brand to feeling emotionally connected.

To assess a brand’s emotional connection score, companies may use surveys and interviews, social media monitoring, customer feedback, and track key indicators of emotional connection like repeat customers and brand advocates.

Why Emotional Connections Matter

Emotional connections matter as they are a powerful motivator of customer behaviour. When a customer feels deeply connected, they are emotionally invested and loyal to the brand. The connection is a prime catalyst for purchasing choices, brand advocacy and long lasting customer relationships. Emotional connections matter for brands because they:

• Increase customer loyalty: A deep emotional connection with customers is likely to result in repeat and loyal followers over time. Brands with connections to their customers that go beyond merely the product or service are able to foster lasting relationships. Customers with an emotional connection are likely to stick with a brand when faced with competitors or during difficult times.
• Increase brand advocacy: When a customer feels emotionally connected to a brand, they are more likely to promote and advocate for the brand. This may occur through word of mouth, social media, content creation or online reviews. 
• Build trust: Brands that foster emotional connectivity with customers are likely to earn trust. Consumers are more likely to trust a brand they feel understands and shares their values.
• Differentiation in the marketplace: A brand that is relatable and valued by a consumer will automatically stand out in the marketplace. Emotional connections help a brand develop a unique identity that their customers recognise and remember. 
• Enhance brand image: When a customer feels emotionally connected to a brand, they have a stronger sense of the brand’s image. The general perception, impressions and associations a consumer has about the brand will be enhanced due to the sense of loyalty and belonging the customer feels.
• Improve customer experience: A brand which fosters emotional connections with its customers automatically improves their customer experience. The customer experience is the perception that customers have of all their interactions with the brand and those with an emotional connection feel understood and a sense of shared values.

How to Foster Brand Emotional Connection

Branding is a powerful way to build emotional connection with consumers by creating a memorable identity and telling a compelling  story that resonates on a deeper level. As customers interact with a brand that has excellent products or customer service, an emotional tie is created between the consumer and brand. In order to foster brand emotional connection, brands need to be aware of the importance of emotional connection to the consumer and how to tap into a customer’s needs. The following tips explain how to foster brand emotional connection.

• Understand customer needs and values: It is imperative to understand what a customer needs and values in order to foster emotional connection. To do this, identify the target audience and define what is important to them. To create a message that resonates on a deeper level, align your brand values to those of your customers. Brands with high transparency and frequent expression of their values, mission and vision statement through all channels and interactions will impress consumers and encourage emotional connection.
  
• Personalise interactions: To foster brand emotional connection with customers, concentrate on personalising interactions. Pay close attention to customer feedback through surveys or online forums and use it to tailor interactions and responses. If possible, address customers by name when interacting and have a way of recording past interactions. To ensure consistent interaction, build a community through social media, forums, or in-person events. The customised app created for The Gentlemen skincare launch encouraged men to build healthier habits and fostered an emotional connection to the brand through shared values and experience.

• Tell a compelling brand story: By incorporating storytelling into a brand strategy, brands can connect with customers on an emotional level. A compelling brand story can convey a brand’s mission and values, causing brands to become more relatable to the customer. Unlike just focusing on the product or service, brand storytelling is a way of building empathy and creating a sense of shared purpose.
  
• Show empathy and care: By showing empathy and care, brands demonstrate kindness which encourages an emotional bond with the consumer. Acknowledge customer concerns and show support and understanding. Proactively address customer concerns and take responsibility for any mistakes. Understanding and being empathetic towards a customer’s needs will build a stronger relationship and foster emotional connection. 
  
• Reward loyalty: Rewarding customer loyalty with promotional programs and specials will help encourage  emotional connections to the brand. Offer exclusive deals to customers in the form of experiences, price reductions or special offers. 

Examples of Brands With Emotional Connection

A strong emotional connection to a brand manifests in customer loyalty, advocacy and even a willingness to pay more for a product. These brands have mastered the art of emotional connection with customers.

Patagonia

Because of Patagonia’s commitment to sustainability over profit, they have built a strong emotional connection with customers who value environmental values. This emotional connection has driven long-term loyalty for the brand so consistently reinforces their identity as an ethical brand. Patagonia avoids using Black Friday discounts and encourages repairing purchases over buying new as a replacement. They also donate a percentage of sales to environmental causes.

Disney

Disney is known all over the world for its iconic characters, magic and immersive stories and experiences. It has an emotional connection to people of all ages, based on the magical experience, nostalgia and wholesome values. Together, they have created an emotional bond with audiences for decades. Even its acquisitions of Marvel Entertainment, Lucas Film and 20th Century Fox have only served to increase its customer base, ensuring lasting loyal and emotionally connected consumers.

Apple

Apple’s success can be attributed to its ability to create an emotional connection with its users through its design, user experience, branding and personalisation. While Apple technology like the iPhone and iPad are not cheap products, consumers have faith in any Apple product they buy and know that they will receive the support they need to the fullest. Apple has created a sense of community and belonging among its users, who are united by a shared love and emotional connection to the brand. Apple’s “Think Different” campaign cemented their positioning in the market. It wasn’t about selling products but focused on visionaries who dared to do something different. The celebration of creativity, innovation, and challenging of the status quo positioned Apple as a brand for those who think unconventionally and strive to make a difference.

Brand emotional connection is one of the most important ways for brands to become successful and ensure customer loyalty. To foster an emotional connection, brands need to go beyond the delivery of a product or service to creating a deep relationship with the consumer. In this article, we have explained what brand emotional connection is, why it is important and how to foster an emotional connection to your brand. For further information, contact the branding experts at Brandwell.