WHY IS EMOTIONAL BRANDING IN SO IMPORTANT?
People buy based on emotion. In fact, a Harvard study reported that, “Emotion is what really drives the purchasing behaviors, and also, decision making in general.”
Emotion is the #1 decision-maker when it comes to making a purchase decision, so if you’re solely focused on the logistics of your offer and aren’t going a level deeper to connect with your audience you’ll miss out every single time.
If your offers aren’t selling, look at emotion.
If your sales calls aren’t ending in a sale, look at emotion.
It plays a role in everything you create so the first thing you need to do is identify which emotions you want to portray through your brand.
Because by having a strong emotional component to your marketing and selling efforts (i.e. your brand overall) you’ll be able to attract the right people and repel the wrong ones – leading to better conversions and brand loyalty overall.
So how do you attract your dream client through emotional branding?
LEAD WITH EMOTION
An important key to sales is based on trust and connections with your community. One of the top ways to do that is to always lead with emotion.
Think about the last time you cried, you were happy, you were sad. We are drawn to emotions. So we want to play on this and pull people to our brand by making them feel something.
Now maybe you’re like, “Okay, how’s my brand suppose to make people feel something?” It’s really easy… most of the time it comes from the aesthetics.
Your aesthetics are like the sprinkles on top of a solid foundation (aka the branding cake)! This is what instantly pulls your audience to you, stops them mid-scroll and hooks them in a sea of information.
You have 15 seconds to do just this and that’s why emotional branding is so important.
IDENTIFY THE EMOTIONS
Emotion is pulled through the aesthetics via the type of font that you choose, colors, messaging and through the type of videos showcased.
There are a variety of ways that you can really get this emotion across in your branding, but you have to first identify what those emotions are first.
Tell a story.
How do you want to connect your story to your audience?
What do you want to make your audience feel when they see or hear your brand?
This is really important. How do you want to make them feel?
When you start focusing on what your audience fells, everything inside your business changes!
WHY THIS IS SO IMPORTANT
Everyday we’re scrolling and scrolling and scrolling online. The average time someone spends on a website is 15 seconds. So imagine, if you don’t grab their attention within 15 seconds, they’re gone.
Potential clients, money, right? Gone in what could be 15 seconds. Probably even faster, if we’re scrolling through our phones, so you really want to capture them by making them feel something. Great photos capture them, but copy is what converts!
It’s crucial to carry those emotional feelings over into the copy.
Something we’re all really good at is saying, “Hey, buy this program. This is doing this. Sign up here. Join me here.” But what we miss out on is why your audience should care, why your audience should join you. How will that make them feel? Why your audience should tap to learn more? What will they learn? How will that better them? How will that make them feel?
Start really thinking of your people as people and start carrying that over into your branding. When you start incorporating the emotional aspect to your branding you are going to start seeing results.
Emotional Branding is the use of story in every single piece of your business. From your brand mission to brand aesthetics to the content you create and the programs you offer, story is the key.
A story allows you to continuously connect with your audience, making them feel seen, heard and understood – which is so important.
And to top it all off, content that tells a story is 22x more memorable than without.
Become irresistible to your audience.
A bold, captivating and money making brand is money in the bank.
And it all starts with the emotional side of your business.