How to Use Emotional Branding
People tend to buy a product or service for emotional reasons and then rationalise their decision to justify their purchase. Common emotional drivers that could impact on your brand include:
Excitement
If your target market has a strong desire for your product, excitement has a big impact in their buying decision. If your product fits within this criteria your brand should highlight the excitement the product or service will create with the consumer.
Security
Security is the strongest emotional reason for a consumer to buy a product or service. A product warranty, guarantee or promise will help create and stir this emotion. It’s more important for consumers to feel secure about a purchase by providing good quality products and services rather than competing on price.
Fear
Consumers don’t want to feel that they might lose a good deal. A sense of urgency can create the fear of missing out. The fear of what could potentially happen if a consumer doesn’t make a purchase is a significant driving force. Insurance is an excellent example as it’s almost always purchased due to fear of the unknown.
Convenience
Consumers are willing to pay a price in exchange for convenience. If your product or service is more accessible than your competitors’, you have the potential to charge more than they do.
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