The emotion that a brand evokes in someone — or more importantly, in a specific group of people — has a big impact on a company’s success or failure. Emotions play a huge role in how consumers act and react. Emotions drive decisions, prompt actions, and change mind-sets, leading to strong loyalty and a deep personal connection with a given brand that can extend beyond its rational attributes.
These emotional connections are more psychological than logical, and are usually subconscious feelings. Brands that develop distinct personas in people’s minds project an image that people want to buy into. Someone may buy a product because it makes them feel smart, affluent, or sophisticated (e.g., “I’m really stylish and have good taste because I wear these shoes.“) Generally, people buy products that are consistent with their positive, or aspirational, image of themselves. Continue Reading