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Creating an emotional connection with consumers

14 February 2014


“People will forget what you said. People will forget what you did. But people will never forget how you made them feel.” – Maya Angelou

The business results of brands like Red Bull, Nike, and Starbucks Coffee are astonishing. What do they do that’s different from other companies that focus merely on selling stuff and making money? They focus on emotions. These brands are loved by nations and that is because focusing on emotions has scientific justification. Study has proven that decision-making is an emotionally driven activity. The vast majority of people make buying decisions based on emotions such as ‘I like this’, ‘I love this’ or ‘I feel good about this’.


Communication is Key!

To create an emotional connection with your consumers it’s important to know how to tell your story to them. Many companies think that facts and figures appeal to their target audience, but this is not the case most of the time. Think about when you are having a conversation with someone; you will tell each other stories rather than facts and figures. These stories mostly consist of memories and experiences, which is called Storytelling, and with Storytelling you create commitment.


Becoming a Lovemark?

The difference between a brand and a Lovemark is simple. A Lovemark is loved by your consumers rather than recognized. Instead of giving your consumers information, you should put time and effort in creating a strong relationship. You can do this not by presenting a narrative but by creating a love story. A tip to keep in mind: “Stop racing after every new fad and focus on making consistent, emotional connections with consumers. If you stand for nothing, you fall for everything.” – Saatchi & Saatchi. And, “Be passionate, involve customers, celebrate loyalty, find, tell, & retell great stories, accept responsibility.”  – Saatchi & Saatchi.

And remember, if you don’t love your own brand, you can’t expect others to!

We can take care of your branding! Having a strong corporate identity and brand within the hospitality and travel sector is essential in creating a competitive advantage. For a brand to be effective, it needs to be consistent within all areas of your business. Our in-house design team will work with you at every stage, ensuring that your final brand suits and reflects your company’s core values.

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