How many times have you been moved by a marketing campaign? People connect with people, something that is increasingly present in corporate strategies to strengthen this sentimental connection with their customers. When a brand can turn its message into an engaging story, it is no longer just an option in the market and becomes part of the life of the public, something that, if well executed, can bring excellent results to the brand reputation and sales.
The modern consumer is more informed, more demanding and with less patience for brands that only “empurram” products. We live the era of customization, purpose and transparency, where brands that can humanize their communication and offer authentic experiences certainly come out ahead. This, coupled with the growth of artificial intelligence and automation, has made the human factor become even more valued, emphasizing the importance of combining technology with sensitivity in order to create memorable experiences that manage competitive differentials.
In this scenario, many companies create emotional connections so strong that their customers become true fans, connecting not only with the products or services offered, but with the humans behind it all. According to neuromarketing studies, as proof of this, campaigns with purely emotional content performed about twice as well as those with only rational content.
When well built and allied to a well told narrative, this connection awakens desire and need, making the customer identify with the brand values, feel that she understands their pains and desires, that talks to him and realizes that there is a greater purpose behind that communication & something that can be decisive to generate a conversion.
Brands that create strong feel the impact directly on sales. After all, loyal consumers tend to buy more often and defend that company, recommending to family and friends. In addition, this loyalty helps reduce sensitivity to discounts and promotions, because you pay for what you see value. Customers who feel understood and valued also have less chance to migrate to competitors, also improving the retention rate.
Now, how can companies strengthen this emotional connection and achieve all these benefits? Start by knowing your customer deeply. Use data to understand their pains, desires and behaviors.The more personalized the content, the greater the chance of generating a real connection.
With this information in hand, build an authentic storytelling. Tell real stories, with characters, challenges and emotions. A good narrative engages because it mirrors situations in the public's life, arousing empathy and identification. A tip to build this is to use emotional triggers of consumers, after all, emotions such as belonging, nostalgia, overcoming and empathy, when used with sensitivity, make the message more striking.
Create multichannel and memorable experiences, regardless of the platform invested. Campaigns should reflect the emotional tone of the brand, and the experience needs to be fluid, coherent and charming at all points of contact. All this should be aligned with a very clear purpose and value, as modern consumers value brands that position themselves. Transparency, inclusion, sustainability and social responsibility are themes that create engagement when communicated with truth.
Gather as much information as possible about the behaviors and needs of your customers, understand the triggers that work the most for this audience, measure the results and understand the impacts of this with conversion metrics. Brands that can balance these two universes (reason and emotion) with strategy and sensitivity, will not only sell more, but will also achieve something even more valuable: emotional loyalty.
