Inside Disney’s Galaxies Edge theme park there is a full size Millennium Falcon. I am a bit of a Star Wars nut and just seeing that “hunk of junk” as a full scale model is incredible. You can walk around it. You can walk up to it, you can touch it. More importantly, your imagination can take you to another world.
People get overwhelmed when they see the Millennium Falcon for the first time. It’s iconic. It stirs up nostalgia, excitement and brings a “child like” wonder back into your life.
If you like Star Wars, as an experience, it is breathtaking.
Total wonderment.
Here is the thing. It’s a model. A very good full size model, but it is just that.You cant go inside it, it doesn’t work, you can’t fly it. It has no real laser cannons, no engines, no hyperdrive, no Chewbacca.
But it makes you feel something. It turns a switch in your head from “off” to “on.” It’s emotive.
It got me thinking.
When was the last time a brand made you feel something? What about your brand? How are you connected to your customers, what do you know about them?
If a lifesize replica plastic spaceship can make people feel something , why can’t your brand? Marketing is getting very generic and companies are getting bogged down in mediocrity.
The Power of Brand Promise: Making Your Brand Emotive to Drive Behaviour
A strong brand promise is key to differentiating your company, fostering customer loyalty, and ultimately driving behaviour. But to be truly impactful, brands need to connect with audiences on an emotional level. An emotive brand not only communicates functional benefits but also creates a deeper, personal connection with its audience, leading to long-term success.
What is a Brand Promise?
A brand promise is a commitment a company makes to its customers, stakeholders, and even employees. It’s the expectation that a brand sets in terms of the experience and value it will deliver. This promise often forms the foundation for brand positioning and is integral to brand strategy.
A well-crafted brand promise:
- Clarifies what makes the brand unique
- Sets expectations for customers
- Serves as a touchstone for internal decision-making
- Encourages customer loyalty
But in a crowded market, simply making a promise isn’t enough. To stand out, brands must find ways to deliver this promise on an emotional level.
The Importance of Emotional Branding
Consumers no longer base their purchasing decisions purely on product features, quality, or price. In today’s market, brands need to appeal to the emotional side of their audience. Research has consistently shown that emotions drive decision-making far more than logic. In fact, studies have found that emotional responses to ads are a key predictor of sales success, sometimes even more so than the content itself.
According to a study by Nielsen, ads with emotional content performed twice as well (31% versus 16%) as those with only rational content. Similarly, a Harvard Business Review report highlighted that emotionally connected customers are more than twice as valuable as highly satisfied customers.
By tapping into emotions, brands can create deeper connections with their audience. These connections lead to trust, loyalty, and advocacy—driving behaviour that goes beyond a single transaction.
We are getting to that time of the year again when the major retailers will be bringing out the big guns in advertising campaigns. The annual rush to see this year’s “John Lewis” advert is a prime example of emotional branding. How do those adverts make you feel?
McDonalds? It’s not a fast food chain. It’s a place where families come together
How to Make Your Brand Emotive
Making a brand emotive requires a strategic approach that aligns your brand promise with human values, aspirations, and emotions. Here are some ways to achieve that:
- Understand Your Audience’s Emotions
Before your brand can evoke emotions, you need to understand the emotions your audience is already experiencing. What are their pain points, aspirations, fears, and desires? Conduct market research, interviews, and surveys to gain a deep understanding of your customers’ emotional drivers. - Align Your Brand with Core Human Values
Brands that stand for something meaningful are more likely to evoke strong emotions. Whether it’s sustainability, equality, innovation, or community, aligning your brand with values that matter to your audience can create an emotional bond. - Craft a Compelling Brand Story
Stories are one of the most powerful ways to evoke emotions. People remember stories more than they remember facts, and they form emotional connections with characters they relate to. Your brand story should reflect your brand promise while resonating with your audience’s emotions. Anyone remember the Hovis “Boy on the bike” advert? (ecky thump , I’m old. Even using “ecky thump” has aged me further.) - Humanise Your Brand
Customers want to connect with real people, not faceless corporations. Make your brand feel more human by showcasing the people behind the business, using conversational language, and being authentic in your messaging. A human brand is more relatable, which helps create emotional connections. - Consistent Emotional Messaging Across Touchpoints
Consistency is crucial in creating an emotional connection. Your brand’s tone of voice, imagery, and messaging should evoke the same emotions across all touchpoints—from social media to customer service interactions. Consistent emotional messaging helps build trust, as customers know what to expect from your brand in every encounter. - Use Emotional Triggers in Marketing Campaigns
Use visual, auditory, and linguistic cues that evoke specific emotions. Colours, music, and imagery are all powerful tools in triggering emotional responses.
How Emotional Branding Drives Behaviour
An emotive brand doesn’t just create connections—it drives behaviour. Emotionally engaged consumers are more likely to make repeat purchases, recommend brands to others, and even pay a premium for products and services. Here’s how emotional branding translates into behaviour:
- Loyalty: When customers feel emotionally connected to a brand, they’re less likely to switch to competitors. They feel a sense of loyalty because the brand resonates with their personal values and emotions.
- Advocacy: Emotional connections turn customers into brand advocates. They’ll share their positive experiences, recommend your brand to friends, and even defend it during negative situations.
- Increased Spend: Studies show that emotionally connected consumers are willing to spend more. They’re not just buying a product—they’re buying into an experience or a feeling that the brand provides.
- Long-Term Relationships: Emotional branding helps build long-term relationships with customers. These relationships are built on trust and shared values, resulting in lifetime customer value.
A brand promise is more than a commitment—it’s the foundation for building a meaningful, emotional connection with your audience. When brands go beyond functional benefits and tap into emotions, they not only differentiate themselves but also inspire loyalty, advocacy, and action.
To make your brand emotive, understand your audience, align with their values, and consistently communicate through compelling stories, humanised interactions, and emotional triggers. In doing so, your brand will become more than just a product or service—it will become a meaningful part of your customers’ lives, influencing behaviour and driving long-term success.
1977 – Star Wars came out in the UK. 47 years later , that big replica spaceship can take me right back…
If you want to discover how to make your brand resonate more with your audience. Get in touch.
*image courtesy of Wiki
