Emotional branding

Part of human nature is to search for a deeper connection with others, people want to be seen, heard and understood. This feeling is also something that consumers look for when searching for a brand, and when they make that connection is when you get a consumer that is more likely to engage with you in social media, to share your content, to recommend you with his/ friends or family, you get a loyal consumer. 

This attachment, on marketing, is called emotional branding and the concept refers to the emotional response that consumers have towards a brand. Whenever we hear about important brands, people often have feelings associated with them. Disney is all about magic, Nike is empowerment and Coca Cola is related with happiness; what these brands have all in common is that they all connect with their consumers at a personal level, they try to gain their consumers through their hearts. 

When talking about non-profit organizations, any non-profit has a brand! That is why it is important to create content that engages with their audience, so they can deliver a powerful message that will result in people taking action for a cause. 

Here are some tips for starting to construct a good emotional branding strategy: 

• Identify the emotion that you want to evoke on people that come into contact with your brand. Ask yourself what do I want them to feel when they see and interact with my brand?

• Identify how can you express those emotions through the design of your message. This means what words, colors, writing style, images, logo, content, etc., will help you to achieve your goal. 

• Create a persona that will connect with people, one they will admire, be inspired by and one which they can create a connection. 

• Use storytelling for involving people in your message, showing people why you matter and what is your purpose as a non-profit organization. 

• Always consider the emotional impact on everything that you create.

Understanding how emotional branding works will help you to create stronger and longer relationships with people. You always have to take into consideration the feelings of your followers and the impact that your words have on them.