With a highly competitive market, fashion brands are struggling nowadays to reserve their place in customers' hearts. Even after employing modern strategies like selling on e-commerce platforms to promote sales, the brands often face product stagnation. Another factor to be noted is that there is almost no customer loyalty because of the variety of brands selling the same product.
In such situations, fashion brands can come up with various methods to make an emotional connection with the customers to increase their sales. To counter these issues, the contemporary marketing method called emotional branding comes to the rescue.
Emotional branding may sound like jargon, but it's the most useful marketing technique used by various brands starting from clothing to food. Emotional branding is a term that refers to the act of building brands by appealing to the customer's emotions and needs. Emotional branding helps to trigger certain emotions in the viewers’ minds, so even when the customer doesn't need the product, the customer still remembers it.
Emotional advertising may seem easy, but it is a complex and thoughtful process that, when done improperly, can make situations difficult to handle. However, with careful observation and the use of emotional appeal, emotional advertising can be highly effective.
The difference between emotional branding and emotional advertising is that every emotional advertisement helps to build the emotional branding of a brand.
Usually, several chocolate brands and festive wear brands do extensive marketing when festivities such as Diwali, Rakhi, and Holi are around the corner, which is an example of emotional branding.
The Hierarchy of needs theory by Maslow classifies emotional motivation through biological and social needs. It says that humans first need to fulfill their psychological needs before they move to fulfill their emotional needs such as power, status, etc.
Now, what if this theory could be used in emotional branding? The hierarchy of human emotions must be kept in mind before launching any advertisement. As a brand, you can find out the needs your products satisfy and how they can fit in the pyramid of emotions and help you to focus on a particular emotion to target.
Ethos, pathos, and logos, the three foundations of influential marketing, come from Aristotle, and we can't thank him enough.
It is said that when all the three are balanced, you create a brand that is strong enough to communicate with people's emotions.
Let's take the example of dentists endorsing toothpaste. What would you do if you saw such an advertisement? You would be more enticed to buy the toothpaste ignoring the other brands which didn't show such advertisements. This is how brands appeal to ethos. Ethos in branding can be of different types, such as testimonials and reviews from previous customers, case studies, and using experts in the field to endorse the product.
Pathos motivates people to take immediate action as it creates a sense of urgency. You may remember the time when lockdown started, the way there was a sense of urgency, and people were motivated to buy essentials. However, a brand must always take care that the customers must not feel that they are being influenced.
Logos is the most crucial pillar of the three. However, it's also dependent on the other two. While advertising, you must show your customers what the product is actually for, and there must be a connection between their emotions and the product's usefulness.
All the three pillars need not always be applied; however, keeping them in mind will help you build a brand that emotionally connects with your customers.
There is a paradigm shift in the marketplace as the consumers who only used to seek products at lower costs now look forward to getting rewards for their loyalty to a brand. Therefore, as a brand, you must make sure that the customer is rewarded for their loyalty. This move also helps to make a connection between the brands and customers' emotions.
An important factor that explains the significance of emotional branding is related to consumers' experiences. Nowadays, a product's specifications are not of much importance to the customers as they prioritize the experiences given by a brand. Therefore, a lot more focus must be given to the experiences to be provided for the customers.
So this is how you can use emotional branding to connect with your customers.
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