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 emotional connection with their customers. When a brand manages to transform its message into an engaging story, it ceases to be just an option in the market and becomes part of the public’s life, something that, if well executed, can bring excellent results for the brand’s reputation and for sales.
The modern consumer is more informed, more demanding and has less patience for brands that only “push” products. We live in an era of personalization, purpose and transparency, where brands that manage to humanize their communication and offer authentic experiences certainly come out ahead. This, combined with the growth of artificial intelligence and automation, has made the human factor even more valued, highlighting the importance of uniting technology with sensitivity in order to create memorable experiences that generate competitive advantages.
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 human beings 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. But, a good storytelling goes beyond just this emotional connection.
When well built and combined with a well-told narrative, this connection awakens desire and need, making the customer identify with the brand’s values, feel that it understands their pains and desires, that it talks to them and perceive that there is a greater purpose behind that communication – something that can be decisive in generating a conversion.
Brands that create strong connections feel the impact directly on sales. After all, loyal consumers tend to buy more often and defend that company, recommending it to family and friends. Furthermore, this loyalty helps reduce sensitivity to discounts and promotions, as you pay for what you see value in. Clients who feel understood and valued are also less likely 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, awakening empathy and identification. A tip for building this is to use emotional triggers from consumers, after all, emotions such as belonging, nostalgia, overcoming challenges, and empathy, when used with sensitivity, make the message more memorable.
Create multi-channel and memorable experiences, regardless of the platform invested in. The campaigns should reflect the emotional tone of the brand, and the experience needs to be fluid, coherent, and enchanting at all points of contact. All of this must be aligned with a very clear purpose and value, as modern consumers value brands that take a stand. Transparency, inclusion, sustainability, and social responsibility are themes that create engagement when communicated with truth.
Gather as much information as possible about your customers’ behaviors and needs, understand the triggers that work best for this audience, measure the results, and understand the impacts of this with conversion metrics. Brands that manage to balance these two universes (reason and emotion) with strategy and sensitivity will not only sell more, but also achieve something even more valuable: emotional loyalty.
