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What is Emotional Branding?

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Often times, marketers are asked what emotional branding is, and what the process is all about. This is because it refers to building brands that appeal directly to the emotions of the consumers. This is a very important concept, and one that every business owner should be aware of.


Having a brand that evokes emotions is important for any company. When brands are able to connect emotionally with their customers, they can gain more recognition and ultimately increase sales. It can also help create a community.

There are three main elements of emotional branding: Ethos, Pathos, and Logos. Each one has its own benefits, and balancing them all can lead to a powerful brand.

Ethos represents credibility and a moral character in emotional branding. It is the foundation of persuasive marketing techniques. Using ethos is most effective when paired with pathos.

Pathos is an emotional response that drives customers to act. It involves a sense of belonging, safety, and urgency. It can also arouse feelings of security and fear of missing out. This type of appeal is commonly used by non-profit organizations.

Logos are the most powerful element in emotional branding. They are the most persuasive, and are most likely to be seen by consumers. They must be able to wrap around the customer’s emotional link in a convincing argument.

The most effective way to appeal to a logo is to provide a clear message around the value of the brand. These messages include quality, performance, and reliability. This is essential because it helps make the product look credible.

The spirit of a brand can be strengthened through transparency, customer satisfaction, and fair working conditions. It can also be enhanced through environmental sustainability and political engagement.

The other two pillars of emotional branding, pathos and logos, can be combined in many ways. For example, a brand that handles music well can awaken deep emotions in its audience. It can also be effective to use statistics to convince consumers to take action. The most effective example of this would be Starbucks’ “buy a coffee, drink it.”

Finally, the ethos of emotional branding is a great source of inspiration. There are endless possibilities, but to make it work, you must first decide what type of emotions you want to evoke from your customers. Then, you can incorporate Aristotle’s Modes of Persuasion into your business model, PR, or positioning.


Whether your product is a soft drink or a car, pathos is a persuasive technique that will evoke emotional responses in your target audience. Unlike logos and ethos, pathos is more subjective and doesn’t require a reason for your audience to buy.

Pathos is used by many advertisers. For example, Nike has a lifelong contract with soccer star Cristiano Ronaldo. It’s also used by non-profit organizations. These groups use pathos to create empathy in their target audience and to promote their cause.

Pathos is used in advertisements and narrative art. It’s used in film, literature, and even in manga. It can be positive or negative. Some examples of pathos are political cartoons. These cartoons are often blown out of proportion and give the audience a raw feeling of the artist.

The Coldwell Banker commercial is one of the most effective pathos ads. It makes viewers think of Coldwell Banker as “the company that loves puppies.” The ad then reveals that the company has a partnership with a dog rescue organization.

Another example of pathos is the American Legacy Foundation’s Truth campaign. This campaign appealed to the rebellious side of teenagers. It told the target audience that they were “sticking it to the man” and reduced the number of teen and child smokers by 300,000.

Pathos is a powerful technique, but it can come across as cheesy or treacly if it’s not used correctly. It’s important to learn how to use this powerful appeal.

The best way to evoke emotional responses is to tell a story. This is the foundation of any pathos-based advertising campaign. Stories can bring out a variety of emotions, including sadness, anger, fear, and joy. By using emotion in your marketing, you’ll be able to convince prospects that you’re the right company to buy from.

Companies can also use music in their pathos-based advertising. They can use a feel-good song like the Evian commercial to make their brand more memorable. They can also play on nostalgia, which can stir up a range of feelings in the audience.

Ideally, pathos, ethos, and logos are used together to create an effective branding message. But in order to do so, you need to develop the right emotional response in your prospect.


Creating emotional branding logos and advertisements is a great way to evoke emotion from your target market. This type of marketing uses emotional triggers to persuade your audience to buy your product. The trick is to engage with your audience on a personal level to increase the chances of success.

One of the most successful emotional branding strategies is the use of storytelling. This is particularly important for millennial consumers. Using this tactic is a win-win for brands and customers. Creating stories engages your customer’s subconscious, and the result is a stronger emotional connection.

The newest trend in this type of marketing is the use of big data. For example, the 5G network is set to change the way we communicate. This will open up new opportunities for emotional branding. Likewise, integrating wearable technology into your brand strategy can make a big impact.

Another useful tactic is using a logos to show off a company’s capabilities. While a logo isn’t necessarily the most effective persuader, the right combination of color psychology, statistics, and other data can help you make the case for why your product or service is the best.

The best way to do this is to make your product or service part of your customer’s daily life. For example, you can offer to take your customer on a virtual shopping spree, or hold a workshop to teach them how to do creative drawing. This will make your brand a real part of your customers’ lifestyle, and increase the lifetime value of your brand.

The best part about this type of marketing is that it can be used to create a sense of community. For example, Airbnb offers a number of virtual experiences. These include wine tasting and skincare workshops. This kind of engagement with your customer is the best way to show that you care.

Other ways to engage your target audience include participating in charitable endeavors. For instance, Nike has a lifetime contract with footballer Cristiano Ronaldo, and has supported many social causes. This is a good opportunity to showcase your brand’s social values.

Ten commandments for emotional branding

During the Brand Revolution Summit in London, author and critic Naomi Klein shared her insights on the role of branding and outlined ten commandments for emotional branding. She highlighted the importance of building trust and creating an intimate relationship between a brand and its consumers. This intimate relationship builds the connection between a brand and its consumers and allows for deep and meaningful relationships to form. She noted that building trust is something people expect from friends, and brands can use this to deepen the relationship between a brand and its consumers.

She also emphasized the importance of developing a website to build a strong online presence for a brand. She also pointed to the importance of a no questions asked return policy as a powerful move toward building consumer trust. The policy gives consumers the upper hand in making purchasing decisions.

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