The 4 pillars of Emotional Branding
There are four pillars for Emotional Branding, these are Relationship, Imagination, Sensorial experiences and Vision.
Emotional Branding is the relationship between the consumers and the brand which would primarily revolve around the key interest or the passion of the consumer. This type of branding can be done effectively by not only understanding the product or its features but from an in-depth understanding of the behavior of the consumer who use that brand. Focus here is given on the likes and dislikes of the consumer, their needs and concerns along with their other interests and hopes.
Emotional branding is helpful in developing an experience for the client that can fulfill his main interest. However, at the initial stages this cannot be linked to the sales or revenue generated. If the consumer's interest is taken care of then the brand would automatically create a strong bond with its user. This can help in increasing specific areas of brand value.
Emotional branding provides the methodology for creating a connect between the brand and the consumers in a emotionally profound manner. The focus here is given on the most compelling character of the human behavior which is the "desire". A brand can tap into the aspiration drives which underlie human motivation.
Emotional branding focuses on the idea of fashioning a dialog with your clients and others who view all your branded marketing materials. It is normal for clients to expect brands to know them intimately and personally. They also expect brands to understand their unique needs, aspirations and values. Emotional branding will thus help you in understanding how your clients would feel when they look or interact with your bran
Questions and Answers
Kolbrener has always argued that stirring the hearts of prospects and customers is not the sole province of consumer brands — in fact, we’ve been downright evangelical about the importance of emotionally appealing brands for B-to-B companies. With our own clients, we have shown again and again that even businesses in outwardly “unlovable” industries experience benefits when their brands become more robust and more emotionally engaging.
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This article identifies the characteristics of a successful brand, critically analyses the brand using theoretical concepts and evaluate consumer relationships with the brand and brands in general. The article aslo focuses on enhancing the brand's consumer image and discuss why brand management is important within organisations.
Branding is a dynamic concept which has assumed various dimensions over these years. Product differentiation and positioning is becoming increasingly difficult for most companies.Companies have adopted various branding strategies over the years to survive and withstand competition. Gradually,companies have realized that strong emotional associations can create long-term and everlasting relationships between brands and customers. This has emerged as the concept of "Emotional Branding."
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