How To Trigger the Right Emotions When Branding

How To Trigger the Right Emotions When Branding

Most of the population is unaware of emotional branding even though they experience it on a daily basis. It’s important to know about this form of branding, and how your business can benefit from it.

Emotional branding is a marketing term that refers to the practice of building brands that appeal directly to a consumer’s emotional state, needs, and aspirations, and this helps build emotional connections with your brand.

Emotional branding is less about having a fancy logo, and more about striking a chord with customers on a personal basis.


The last thing you want to do is induce a negative emotion in your customers. The experience of feeling negative emotions such as rage, frustration, guilt, uneasiness and fear can have very negative effects, and ultimately damage your marketing efforts.


Here are some helpful tips to keep in mind for creating positive emotions when branding:


Don’t Over-complicate Things – Keep it simple. Don’t over-complicate or clutter things with unnecessary colours, text or graphics. Instead, focus on a single idea and deliver it in an effective manner using a clean, focused approach.

Use Happy Colours – Avoid using dull and grim palettes. Instead, use bright and vibrant colours that are pleasing to the eye. Light shades of yellow and soothing shades of blue induce happy emotions. Fluorescent colours are actually too colourful and tend to strain the eyes. Finding the happy medium is the key.

Consider Cultural Connotations – In a multicultural world, working with symbols and colours that depict different meanings in different cultures can become complicated. Take note of the images and wording that you are using, and pay attention to where you are using them or bad things can happen. A good example would be the thumbs-up gesture. To North Americans, it’s a symbol of acceptance or approval. But, in the Middle East, giving a thumbs-up could very well get you killed.

Focus on the Customer’s Experience – Start to focus a little less on your product and more on your customers’ experience in your marketing campaigns. Don’t just blatantly advertise the product’s strengths. Try to encourage people to mentally align with your brand on an emotional level.


For more helpful tips on marketing and how you can brand your products using smartphone advertising, click here

Rob Pacinelli

Roberto Pacinelli is the VP of The Best Media and Senior Digital Marketing Strategist with a career in digital marketing spanning over 19 years. Roberto and The Best Media have helped thousands of small, medium and large businesses succeed online across Canada, USA and the world with many business owners recognizing Roberto and his team as their Key to Success in helping their businesses earn millions of dollars as a result. Call Roberto Pacinelli at 416 253 0934 or email him at