The hidden truth about emotions in branding.
Emotions are not a highly talked about subject when it comes to business. But it should be, and here’s why.
According to research, fMRI brain scans light up in the emotional centers of the brain when shoppers are evaluating brands, not the analytical parts of the brain.
The hidden truth: humans are initially informed by their feelings versus the logical information being sold—such as features and facts.
In truth, both logic and emotions are needed in branding—the secret is finding an optimal balance of both. Take a look at your own branding, is there a good balance between information and emotions? Or does one play out heavier than the other, creating a disconnect between you and your customers?
If so, before you get to work on the next product launch and stack it with features to do the talking, drop logic aside and get into the feels first.
Long before fMRI brain scan studies, advertisers have known that you sell the sizzle, not the steak. Meaning you sell how the steak will feel and taste—not the size or shape of it. You draw the audience in with seducing close-ups of hot-off-the-broiler steak sizzling in juices. Then followed up with a cut into the steak where you can almost taste the warm, buttery chunk of meat in your mouth. Cue the drool and an irresistible desire for the steak.
It’s the sizzle and experience that triggers an emotional response, which far outweighs a commercial boasting only about the steak itself. Missing these emotional drivers can leave steak—or money—on the table.
Pause. Think of your favorite brands.
Before we go further on the topic, let’s explore this from your perspective. Take a quick time out and take a deep breath. Reflect.
Think about the brands you love. Which ones rise to the top? What draws you to them? What do you like about them? What do you like about the products or services they offer? How does interacting with the product, app, or website make you feel? Do you, in fact, see yourself somewhere represented in the brand—or a version of yourself you aspire to?
This is all emotional branding. Big brands like Nike and Adidas leverage the emotional appeal of the hero archetype in their branding to call on the hero in all of us. The higher the emotional appeal, the deeper the connection between the customer and the brand.
Why are emotional drivers so important to be aware of? Because strategically utilizing them directly impacts the business in a big way, helping profits soar. Even though emotions aren’t commonly discussed in the business world, their value holds tremendous weight. Let’s dive in.