Building a brand is not something that happens overnight. It takes time to truly understand your audience. In order to attract your dream clients and connect with them, you need to nurture them until the sale is achieved. And the best and most effective way is through emotional branding – a brand that connects to your ideal client’s emotions. Learn how to attract and engage customers using this 5-step guide to creating an emotionally resonant brand.
Defining Emotional Branding
Emotional branding is a powerful way to make an impact on customers and build enduring relationships. By connecting with customers on an emotional level, you can create an authentic and engaging connection that will result in increased sales and greater brand recognition. Learn how to use this 5-step guide to create an emotionally resonant brand that will capture your audience’s attention and keep them coming back for more.
1. To create an emotionally resonant brand, you need to understand your ideal audience
Before you can attract your dream clients with emotional branding, you have to know and understand your audience. It’s important that you get as specific as possible here in order to better address their needs and concerns as you start to build connections with them. Certain questions to ask are:
- How did they get to where they are?
- What problems are they currently experiencing?
- What do you offer that will solve the problems that they have?
When you are able to map your audience to your services, you will have a better understanding of how to attract them to your services and secure the offer.
2. You need to tell your story that connects and showcases your empathy
Every brand and business has a story. Or even multiple stories that they can pull from and connect with their clients on an emotional level. As you consistently tell your story, you’re able to learn more about what parts of your brand story resonate with your dream clients. This would allow you to know how to connect with them emotionally so that you can continuously attract dream clients.
When sharing your story it’s important that you showcase your empathy vs. leading as an authoritative figure. When you lead with empathy, you’re expressing your vulnerability and allowing your audience to connect deeper with you. As you develop a stronger connection, you’ll gain a greater understanding of what elicits a clear emotional response. Thus enabling you to draw in those ideal customers through your brand message and marketing.
3. To attract ideal clients, start to position your client as a hero
As service providers, we often believe that the best way to attract our ideal clients is by explaining why we are the best option for them. Or by showcasing our accomplishments. However, our dream clients don’t care about those things. Rather, they would want to know what’s in it for them or how their story can exist within our own. Because of this, it’s critical that you have the ability to guide someone through the process of rising above negative emotions like fear, rage, or grief and entering a more positive state of mind.
4. Create a community
You should not only strive to attract your dream clients but also raving fans of your business. Having fans will increase your brand’s visibility and draw more clients to your business without you having to create additional marketing on social media to further your reach.
Create a loyal community of people who are not only rooting for each other but for you as well. These are the people who will be recommending you to others and can help you strengthen your brand and business. By creating a community, you can appeal to your dream client’s sense of joy and happiness which in turn will help with your marketing.
5. The use of colors in your brand has a direct impact on emotional branding
Color is one of the quickest ways to directly impact your dream client’s emotional understanding of your brand. Tapping into color psychology, the study of the meaning of colors and how they determine behavior, humans tend to associate colors with different emotions that they are feeling. If you’re trying to better understand your color palette, here’s a quick deep dive:
- Red: excitement, strength, love, energy, danger, fire, war.
- Orange: confidence, success, bravery, sociability, enthusiasm, attraction
- Yellow: creativity, happiness, warmth, cheer, sunshine, joy
- Green: nature, healing, freshness, quality, growth, fertility, and harmony
- Blue: trust, peace, loyalty, competence, faith, stability, and wisdom
- Pink: compassion, sincerity, sophistication
- Purple: royalty, luxury, spirituality, ambition, creativity, and mystery
- Brown: dependable, rugged, trustworthy, simple
- Black: formality, drama, sophistication, security, power, death, and mystery
- White: clean, simple, innocent, honest, pure, good.
If your brand colors aren’t showcasing what you need to convey, then it may be time to switch out those colors and create a new brand that makes more sense.
Take the time to take a look at your marketing and branding and make sure it appeals to your dream client’s emotions. If it doesn’t, it may be time to have a new content strategy that can showcase your expertise and can generate new sales for your business. If you think that you would like some assistance, get in touch with me today or subscribe to my newsletter to learn more.