Emotional branding is powerful. When consumers emotionally connect with your brand, both loyalty and advocacy grow exponentially. Furthermore, emotional connections to a brand help that brand survive through any micro- or macro-environmental problem. When you can make consumers feel something about your brand, you’ve reached a level of marketing success that most brand marketers can only dream of.
However, it’s not easy to develop an emotional connection between consumers and your brand, particularly if your brand isn’t traditionally considered to be an emotion-laden brand. Fortunately, there is hope. Apple is the perfect example of a brand that has developed strong emotional connections between its brand and consumers over the past decade. Google is another great example. When Google launched its Chrome browser, it turned web search into an emotional experience with its Chrome commercials.
Another great example comes from Dassault Systemes. When this company needed to spread the word about its 3D imaging and printing solutions, the team could have rolled out a series of ads hyping the many features offered in its products, but instead, the commercials focus on building an emotional connection between consumers and the brand.
Watch the commercial from Dassault Systemes below and see for yourself. Did you know that 3D imaging and printing could make you feel something? It will after you watch this commercial, and that is exactly what you need to try to do with your brand marketing.