3 Effective Ways to Leverage Emotional Branding for Sales Growth

Getting clients to hand you their hard-earned dollars is not an easy task. It requires courage, interaction, and care to convince clients that they are in good hands. 

When customers feel secure and at ease around you, your employee and your products/ services, you build a long-lasting loyalty that no money can buy. That’s why behavioral economists affirm that customers are not always rational when making their buying decision.

According to color matters, a specific, branded color can boost brand recognition by 80%. Lucidpress added that 90% of purchases are influenced by visual factors like color. At the basic stage, every branding process appeals to clients’ emotions, how much more emotional branding as customers prefer brands that demonstrate personal value through emotional appeals.

Emotional branding is the act of storytelling that helps a company separate itself from its competitors by creating an emotional connection with clients in a way that they become loyal to the company. Emotional branding humanizes your brand, allowing you to interact with your client like your service/product is a person. The only way you can get on with your clients is to tap into their emotions.

In this post, I want to share with you three effective ways to leverage emotional branding to grow your sales.

Tell your business stories 

You connect best with your clients when you tell them your business stories, that set you aside from your competitors.

Two businesses don't have a similar story. Share with them the "why" you started the business not the "what" or "how". 

Put a face to your brand by telling stories that will soften your client's heart to stay with you forever. Share stories of how you began, what lead to the business, your pains, and struggles and the success that lead to the current state of your business.

For instance, TSI shares the stories of teachers struggling with a low social-economic level, meager pay and toxic workplace with their clients to make them invest in employing teachers for seasonal jobs. With those stories, hardly will you see a person who was taught by a teacher not buying from the idea. That's the emotional stimulus.

Mind you, telling stories in videos has a greater impact than writing, the value of showing versus telling is never far fetched. Tell your stories well and you'll record an increase in sales.

Establish trust and credibility with stories

Telling stories of your humble beginnings can quickly drive home trust and credibility. How would your clients know you've been in the business for decades if you didn't tell the stories of how it all started.

Tell the stories of your competence and ingenuity. Do this with respect, honesty, and consistency so your clients will psychological read beyond your lines to approve of you as a credible source. 

It is in this thought that your clients will identify that they’re buying from a company, and people who were in their situations at some point or that has spent years understanding their pain points and bringing innovative solutions to them.

Also, include your education and past experiences or any other versatility that qualifies you to establish and operate in your industry. 

Encourage your customers to tell their stories

It is not enough to tell your brand stories from your own view alone. 

Encourage your customers to tell their stories as it relates to your brand. When your clients tell the stories of how they suffer from their pain points before they know about your brand, how they become aware of your brand and the impact your brand has made in their lives, that will change the boost your credibility and in turn, boost your sales.        

Stories from customers have their advantages of helping you create user-generated content that can foster customer engagement and increase your brand visibility.

Storytelling is a seamless way of connecting with clients' emotions. The effect can help your business capture your visitor's attention, develop heartily relationships, develop customer loyalty and encourage more sales.

However, you must get it right from scratch so ensure you understand your ideal clients and speak to them in the right voice.