We all have our favorites.
Favorite shoes, foods, sports teams, friends, vacation spots and so on. Why do we have these favorites? Because they connect with us on an emotional level. They make us happy or excited or relaxed or comfortable. They make us feel a certain way and, because of that, we choose them.
Brands that want to tell an effective story have to find a way to connect with their customers on an emotional level.
Let’s dive a little deeper …
- Emotion creates connection. It makes your story more relatable and human. How does your brand align with your customers’ daily life experiences?
- Emotion creates loyalty. Yes, customers buy products, but they are also buying your story. A customer who feels understood is likely to be more loyal to a brand.
- Emotion inspires action. We make a great many decisions on emotion. Use emotion to drive your storytelling and it will move your customers to take action.
- Emotion creates memories. Data is important, but it doesn’t always trigger emotion. Find the humanity behind your data. Customers will forget the facts and figures but they won’t forget how you made them feel.
- Emotion humanizes your brand. Don’t be a nameless, faceless monolith. Tell the stories of your people.
- Emotion is a differentiator. Your story, your people are unique in a crowded marketplace. Find a way to get your best, emotionally driven, stories out there.
- Emotion builds culture. Your great stories will resonate with your external customers, but they will also help to connect and rally your employees.
Remember … connect with your customers on an emotional level so they engage with your brand and are inspired to take action (buy your product, make a donation, etc.).