Emotional branding remains a potent force at a time when economic caution often drives businesses to focus on value-based marketing.<\/p>\n\n\n\n
Even as businesses adjust their marketing strategies to emphasize value and affordability, they need to respect the power of emotion along with the rational appeal of a product, service, or experience. <\/p>\n\n\n\n
The essence of a brand comes down to the emotional connections that a stakeholder (customers, employees, business partners, and investors) has with a business. Emotion is so essential that strategists have attempted to scientifically categorize the emotional drivers that influence brand choice<\/a>.<\/p>\n\n\n\n I\u2019ve assessed measures of emotion in branding, such as Forrester\u2019s Brand Energy framework<\/a>, against my own client experiences. I\u2019ve come up with seven essential emotional drivers of brand loyalty. If you prioritize these emotional connections alongside value-based marketing, you can develop deeper, more resilient relationships with your customers.<\/p>\n\n\n\n Table of Contents<\/p>\n<\/span><\/div>\n