What is emotional branding?

Emotional branding is a marketing strategy that creates a solid emotional connection between a brand and its target audience. It goes beyond traditional marketing approaches focusing primarily on product features or benefits. Instead, emotional branding aims to evoke specific feelings, sentiments, and associations in consumers when they think about or interact with a particular brand.

The science behind our emotional connection to brands

The science behind our emotional connection to brands is rooted in psychology and neurobiology.

The limbic system, which is responsible for emotions, plays a significant role in forming brand connections. When we encounter a brand or product, our brains process information related to that brand’s identity, values, and associations.

Many emotional connections with brands are rooted in the fulfilment of psychological needs. Brands that make consumers feel a sense of belonging, self-esteem, or personal growth can create profound emotional ties by addressing these fundamental human needs.

How to encourage an emotional connection with your customers

  • Demonstrate your shared values

When we encounter a brand that shares our beliefs, we instantly feel more connected with them. If you align your brand with causes and values that resonate with your target audience, this can create a shared sense of purpose.

  • Offer a unique solution

It’s essential to stand out from the crowd in your chosen field. In order to connect with you, your customers must be able to distinguish you from all of the other companies doing similar things.

  • Become a masterful storyteller

Craft and share stories that highlight the human side of your brand. Share anecdotes about your brand’s history, values, and the people behind it. Make sure these stories align with the emotions you want to evoke.

  • Adopt a customer-centric approach

Emotional branding prioritises understanding the needs and desires of the target audience. Brands seek to connect with customers personally by addressing their emotions, values, and aspirations.

  • Positive interactions

Go beyond the transactional aspect of business – everyone is trying to sell them something, but you’re different. Design experiences that are memorable and positive, both online and offline. This could include exceptional customer service, unique packaging, or exclusive events.

  • Retain consistency

Emotional branding requires consistency in how a brand presents itself across various touchpoints, such as advertising, social media, packaging, and customer interactions. This consistency helps build trust and recognition.

Brilliant examples of emotional branding

John Lewis

The John Lewis Christmas advert is perhaps the most anticipated piece of advertising all year in the UK. One of our favourite high street department stores, each year they pride themselves on delivering a festive advert that tugs at the heartstrings.


The Nike company made a daring move in its emotional advertising campaign by partnering with Colin Kaepernick, who gained prominence for taking a knee during the national anthem to protest police brutality against African-American men in the United States. Nike became the focal point of nationwide discussions and debates that year, regardless of where one stood on this issue.

Do you need help with your branding?

If you would like to discuss your branding, logo or identity project, call us on 01295 266644 or complete the form.