All of us strive to provide our audience, customers, and users the best possible product that we possibly can (if we’re being sincere). Sometimes in our endless quest to create the perfect product or service, we get tunnel vision. In doing so, we start to lose focus on something else that may be even more important than how these offerings can solve a person’s problems: how we make people feel. The ability to leverage the emotional impact of our brands is invaluable.
Humans are prone to impulsive or reactive behavior when certain emotions are triggered. While this reaction can sometimes be harmful, it’s an evolutionary trait that has served us well for thousands of years. The feeling of fear may alert us to danger that we should flee from. The feeling of lust may drive us to courtship and reproduction. The feeling of anticipation may cause us to become increasingly analytical in our preparation for an upcoming event.
Modern brands are already leveraging this, but many of the examples that may come to our mind first may feel manipulatively coercive. Fashion ads invoke feelings of inadequacy in order to motivate sales. Ads for alcohol may make people feel as if they’re missing out on a great time by not imbibing.
But there’s another side to this. Emotional impact can be used not just to lure the unexpecting, but to decorate a customer experience to elicit delight, in turn, increasing their satisfaction and building customer loyalty.
If you want to start utilizing emotional impact in a sincere and meaningful way for your brand, draw out a timeline of events an individual might go through before, during, and after the process related to your product or service. Then evaluate your customer’s emotions during each step of the process.
How do they feel when they finally realize they need your brand’s help?
If they’re sad, it’s important to use a comforting tone which is nonjudgemental, especially considering how they may be judging themselves at that moment.
How do they feel during the process?
If it’s not an easy thing for them to do, such as an exercise program or a type of therapy, consider how you can point out a client’s successes at regular intervals to encourage them and reaffirm the value you’re providing.
How do they feel after the process is over?
If you offer a service that is typically perceived as unremarkable, a handwritten thank you card afterward can make the experience unforgettable, transforming an ordinary customer into a brand evangelist. 🙌
In doing this, you’ll start to develop a user experience that’s attractive and supportive, creating repeat customers for your business.
How do you leverage emotional impact? Do you have any questions regarding your audience’s emotions?
Consider sharing your feedback in our Facebook Group, Tactical, a community with daily content for business owners, marketers, and designers developing brands.