Have ever noticed how emotional fans get when watching their favorite sports team win or lose? There may even be tears involved – tears of happiness or from defeat! The thrill of a victory or agony of defeat is an emotional roller coaster that viewers follow almost religiously. But, why?

Brands use these journeys and experiences at the heart of their marketing strategy in order to connect with their target audience. Connecting with the human psyche is a sure way to grab one’s attention and inspire them to take action. Businesses that understand this concept use this as a strategy in order to influence customers to like, subscribe, purchase, share, or give.  Let’s take a deeper dive….


Emotional Vs. Rational Mind in Marketing

Based on psychological research, there are two known ways of thinking and making decisions: rationally and emotionally. Brands tend to appeal to rational thinking by sharing facts, features of their product, and testimonials. However, the reality is that most decisions start with our instincts and first-impression feeling. 

Humans process emotions in one-fifth the time we do rational thought


To successfully apply emotions to marketing, brands need to understand the different ways feelings influence our actions.



Through content creation, whether it be video, copy in social media posts, or communications through email, customers will be more engaged with content that evokes an emotional response and encourages them to take action. Whether it’s sharing a funny meme, donating to a cause that tugs on your heartstrings, or following every social media channel from a political figure you are passionate about, there are strategic goals behind every marketing message. The best marketing messages are always fueled with emotion!


Colors Can Evoke Feelings in Brand Marketing

Everything about a brand can leave that first-impression feeling people get when they first see your brand – including the brand color(s). Consumer behavior is also impacted by something as simple as the chosen color of the logo or product. Appropriateness in color selection is key! For example, a shampoo bottle made specifically for blonde hair would not do well in a dark brown bottle. Color is very critical to the functionality of a product, especially for hair, cosmetics, and art supplies. Another example is our client, Ready Jet by Blasters, Inc. which utilizes bold and “masculine” colors – red, black, and white. These colors depict a rugged and tough brand that accurately embodies the persona that Ready Jet is going for. Imagine if their logo used pastel colors, like lavender, light pink, and mint. This color palette would likely be confusing to the business consumers and would not serve Ready Jet’s sales goals well!



Emotional Marketing and Your Brand

Once your brand is confident with its colors, the brand story and messaging drive the emotional marketing as well. A brand is what people think of and feel about your product and brand, so tell a story to drive your mission and share your company’s values in order to resonate with your target audience. 


Here Are Some Ways To Achieve Emotional Marketing in your Brand:
  1. Share a compelling brand story describing the events that led to your company’s inception. Make it memorable, inspirational, and relatable. 
  2. Don’t just list the features of your product or service; explain the benefits and show how it will make the customer’s lives easier and better. They need to envision themselves using your product or service, and how it can have a positive impact on their lives.
  3. Create a sense of connection and belonging with a growing community with shared lifestyles, interests, values, or experiences.


If your business needs help in developing a brand identity through design or copywriting, contact us today!