How to Create an Emotional Connection with Your Audience
Human beings are emotional creatures. We have evolved to process events and experience complex emotions that subtly influence what we do and how we act. We may feel in control, and firmly say that we are not influenced by our emotions (or persuaded to do and buy things that we don’t need), but the truth is we are in less control that we think we are.
According to Harvard professor Gerald Zaltman, around 95% of purchasing decisions are made in the subconscious mind. So it is absolutely vital that social enterprises and ethical businesses tap into the emotional state of our supporters and create a connection with our audience if we are to make a positive impact.
A brand is a persuasive tool.
I’ve often said that the act of branding is kind of a superpower, whilst we don’t have mind control powers (thankfully!) we can definitely influence the hearts and minds of consumers (or people, as I like to call them) through brand building and marketing techniques. Unfortunately these techniques are typically used for not-so-positive things. When did you last buy something you knew you didn’t really need, or indulge in something you knew wasn’t great for the planet, but felt compelled to do so anyway? Chances are, you succumbed to the power of branding,
“95% of purchasing decisions are made in the subconscious mind. So it is absolutely vital that ethical businesses create an emotional connection to have a positive impact.”
We’re living in an epidemic of mass-consumption and environmental devastation, and powerful marketing techniques and big corporations are contributing to this problem. But if you’re an ethical and sustainable business who is doing something about it, and providing a better/greener option, you’ll need to harness these powerful tools as well and wield them as a force for good.
You’ve got something important to say and a vision of a better world that you’re working towards. You're working to increase your impact and invite people on the journey to help you achieve it. You need to create a brand that people can come to recognise, and eventually associate with. So we need to understand the difference between the act of branding, and the outcome of a brand.
Creating a brand more than simply designing a killer logo (though that it still really important!) it’s having the strategy in place to understand your audience and your market positioning, then creating the assets required to positively influence the minds of the people who you need to resonate with.
Branding activities.
Branding is the act of creating all the tangible touchpoint in which our audience interacts with. It’s everything that is within our control, the things we can design and create, the stuff that we make and put out there for the world to see.
This can be something obvious like designing an eye-catching logo and visual brand identity that expresses who you are, and it can be something subtle like the feel of the texture of your brochure and the type of paper you choose to use. But these things are not limited to physical things. When building our brands we must craft compelling stories to tell that are authentic and engaging, and put these out into the world through all our marketing. Other brand-building activities include the partnerships we build, and where we choose to position ourselves.
Branding is about creating something that our ideal audience can sense and absorb. And these things filter into the brain and, if we do a good job, creates a positive perception.
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Creating a powerful brand.
The ideal outcome of your brand-building activities is to create a feeling within your audience. You will want your ideal customer or supporter to think things like “I like them”, “I share their values”, “I aspire to be like that”, and “this relates to me”.
It’s about defining the intangible emotions we want to convey with our brand, then working to translate them into something real and tangible, and finally replicating those emotions within other people - the people who we’ve identified as our ideal audience.
Secrets to creating emotional brand connection.
Tap into your own story - there’s a treasure trove of value in your background, where you came from, and why you do what you do. Involve your team in the process and work out an authentic and compelling brand story for yourself. Because people buy from people and the stories behind the brand.
Understand your audience’s story - by understanding exactly who your ideal customers are, and identifying their problems (both external and internal) you’ll be able to better relate to them and bring them along for the journey.
Meet them where they are - by talking about your audience and empathising with them by connecting your story with their story, you’ll begin to tailor your products/services to be more aligned with their needs, as well as carve out a special place in their hearts because you can prove that you care.
Tell stories through your visuals - your logo and visual identity can express a lot in a small amount of space. Skilled designers can encapsulate an emotion and a feeling though colour and shapes without needing to pack too much into the design.
Craft your brand personality - people connect with brands much like how they connect with people - emotionally. You need to understand how you should express yourself and discover your brand voice. What tone of voice should your brand communicate in? What values to you want to portray? And how do you express what’s important to you and your audience?
Scale your social impact. Build a brand that can change the world.
The process of building an ethical brand that really cuts through the noise and makes an impact can be an exciting journey. So if you’re ready to take the next step, arrange a free 30 minute 1:1 Brand Discovery call to explore the opportunity of working together.
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If you’re working to make the world a better place, then your brand can be a powerful tool to help you get the job done. Take the Social Impact Brand Scorecard now and get a personalised report in just 5 minutes.