The benefits* of employing emotional appeal in brand building are:
1. Brand recognition and recall: If people like the ad they will also like the brand and develop favourable attitudes towards the brand, which will lead to recognition and recall.
2. Creates shortcuts for the consumer: If customers decide to buy a product on the basis of their emotions they're unlikely to do any extensive research or comparisons before buying the product. Because the information search stage is shortened, customers are less stressed about the decision making and buying process.
3. Forms an emotional brand relationship: A combination of shortened decision making processes, a positive brand experience and product satisfaction are all likely to build an emotional relationship with the consumer.
4. Customer loyalty: A positive emotional relationship and consistent brand performance will earn loyalty, which will give a competitive advantage over other brands. This competitive advantage is especially crucial where trends are changing rapidly, such as the technology, automotive and fashion industry.Information overload and too many alternatives cause consumers stress. Having an emotional connection with a brand means less stress and more satisfaction – and for the brand, this means repeat purchase and loyalty. Appealing to human emotions is a very powerful tool in brand building, positioning and loyalty, and if used effectively it can have a big impact on the customer decision making process. Next month, I'll try to delve deeper into this subject and discover: