Let’s play a guessing game! Guess what company or brand name owns each famous tagline:
- “Think different”
- “Be the first to know.”
- “The happiest place on earth.”
- “We bring good things to life.”
- “Finger-lickin’ good!”
- “Share moments Share life”
- “Where do you want to go today.”
- “Just do it”
- “It’s everywhere you want to be.”
- “Broadcast yourself.”
Were you able to easily identify each tagline with their brand names or corresponding companies? The answers can be found at the end of this article, but I bet you know them all.
According to history, the practice of branding originated during ancient times when it was used by craftsmen to imprint trademarks on their goods. The Industrial Revolution caused a massive shift in the future of branding as it transformed the importance and value of visual identification and trademarks. The rapid expansion of consumer goods during the post World War II era only increased existing goods in the market through amassed innovation. This created another major shift in branding, which was more focused on superior features, unique ingredients and functional benefits. Businesses began to think innovatively to create brand identity using their products in attempt to associate lifestyle with brands. Companies began to adapt techniques to help achieve success on their own products, marking the beginning of modern emotional branding through the manipulation of human emotion to sell goods.
Effective marketing appeals to emotions and builds connections. Although it’s important to highlight the benefits, advantages and features of your product or services, you should be able to create a connection with your customers or audience so they will be inspired to share the product and experience with their peers. This means more customers/consumers/clients/users and revenue for you. Some examples are:
- Apple had a “Think Differently” Campaign that encouraged people to think innovatively.
- Google showcased videos of people who used Google apps and services to improve their lives and solve problems.
- Nike thinks that greatness can be achieved with passion and encourages everyone to “Just do it”.
3 Techniques of Emotional Branding:
1. Attach the brand to a certain set of Ideological values.
- This is the most complicated method and it needs substantial amounts of research on the demographic audience to know what values and ideas will trigger emotional responses and connections. The theme and symbol of a brand should be continuously publicized, and it should hold substance and promote a specific idea.
2. Create a literal statement about the product and associate it to emotion.
- It associates the brand with a particular emotion in the most literal way possible.
- “The Citi Never Sleeps”
- “Easy as Dell”
- “Have a break. Have a Kit-Kat.”
3. Give the consumer an emotional reaction to an advertisement.
- An example of this in advertising could be calming music playing simultaneously with images of people enjoying the product. This method works best when irrational emotions are evoked.
Emotional branding will be successful with repetition of the themes and symbols, and it’s something that comes with time and long standing presence. You need to think about the people, experience and emotion and not just the consumer and product. You must leave a strong feeling to create connection, thus by word of mouth or viva voce, your product will be known and felt by the heart.
- General Electric
- Kentucky Fried Chicken
http://businesstips.ph/list-of-famous-business-taglines-company-slogans/ for the famous taglines.
https://en.wikipedia.org/wiki/Emotional_branding for the Techniques and History of Emotional Branding.