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What’s Your Message?

Building Brand Emotion is about how to appeal to emotions in your brand messages and branded experiences in order to build brand emotion. You can’t expect consumers to become emotionally involved in a brand without providing them with the experiences and messages that will help to form their brand perceptions.

Building brand emotion appeals to “Emotional Triggers” in Brand Messaging. An essential part of developing brand messages is appealing to consumer emotions. Whether you’re writing copy for an ad, content for a website, or communications for a speech, your messages should be created with emotional triggers in mind.

People are ruled by their emotions. Yes, practical minds can affect consumers’ decision-making processes, but more often than not, some type of emotion is the catalyst to a purchase. That’s why a brand strategy that focuses on building a brand based on one or more emotions is critical to brand success. However, emotional branding isn’t as easy as picking an emotion, creating an ad, and watching the sales roll in.emotions

Think of it this way — even Google has shifted from a very pragmatic brand message to a far more idealistic message based on emotions in recent years. You can see it in Google’s ads that show how all of Google’s products integrate so seamlessly to help people and bring them together. Taking its cue from Apple’s successful emotional branding efforts that have turned the Apple brand into one of the most powerful relationship brands in the world, Google’s brand message and advertising have moved in a more emotional direction than ever as you can see in the ad below.

Copywriters will tell you that appealing to emotional triggers is one of the most powerful and effective ways to drive consumers to action. That’s why non-profit organizations rely heavily on emotionally-charged messages to boost donations. We’ve all seen the ads for organizations asking for donations to help starving children, abused animals, and so on. And we all know that those messages are successful in appealing to our emotional triggers related to compassion and guilt.