How many times have you been moved by a marketing campaign? People connect with people, something that is increasingly present in corporate strategies to strengthen this emotional connection with their customers. When a brand manages to turn its message into an engaging story, it ceases to be just an option in the market and becomes part of the public's life, something that, if well executed, it can bring excellent results for the brand's reputation and for sales
The modern consumer is more informed, more demanding and with less patience for brands that only "push" products. We live in the era of personalization, of purpose and transparency, where brands that manage to humanize their communication and offer authentic experiences, certainly, come out in front. This, allied to the growth of artificial intelligence and automation, made the human factor even more valued, highlighting the importance of combining technology with sensitivity in order to create memorable experiences that generate competitive advantages
In this scenario, many companies create emotional connections so strong that their customers become true fans, connecting not only with the products or services offered, but with the human beings behind all of this. According to neuromarketing studies, as proof of this, campaigns with purely emotional content performed about twice as well as those with only rational content. But, a good storytelling goes beyond just this emotional connection
When well built and combined with a well-told narrative, this connection awakens desire and need, making the customer identify with the brand values, feel that she understands your pains and desires, talk to him and realize that there is a greater purpose behind that communication – something that can be decisive in generating a conversion
Brands that create strong feelings experience the impact directly on sales. After all, loyal consumers tend to buy more often and defend that company, recommending to family and friends. Furthermore, this loyalty helps to reduce sensitivity to discounts and promotions, because you pay for what you see value in. Customers who feel understood and valued are also less likely to switch to competitors, improving the retention rate as well
Now, how can companies strengthen this emotional connection and achieve all these benefits? Start by getting to know, deeply, your client. Use data to understand your pain points, wishes and behaviors. The more personalized the content is, greater the chance of creating a real connection
With this information in hand, build an authentic storytelling. Tell real stories, with characters, challenges and emotions. A good narrative engages because it reflects situations from the audience's life, awakening empathy and identification. One tip for building this is to use emotional triggers of consumers, after all, emotions like belonging, nostalgia, overcoming and empathy, when used with sensitivity, make the message more striking
Create memorable multichannel experiences, regardless of the invested platform. The campaigns should reflect the emotional tone of the brand, and the experience needs to be seamless, coherent and charming at all touchpoints. All of this must be aligned with a very clear purpose and value, because modern consumers value brands that take a stand. Transparency, inclusion, sustainability and social responsibility are topics that create engagement when communicated with truth
Gather as much information as possible about your customers' behaviors and needs, understand the triggers that work best for this audience, measure the results and understand the impacts of this with conversion metrics. Brands that manage to balance these two universes (reason and emotion) with strategy and sensitivity, they will not only sell more, they will also gain something even more valuable: emotional loyalty
