Table of Content
The Power Of Emotion: How Companies Become Brands
Table of Content
A company becomes a brand when it understands the emotions of the people. When a company starts identifying that its end goal is not just selling a product or increasing its sales but it’s more than that, it's about selling an emotion and creating a bond with customers; it’s about treating customers like a family. Whatever a company does, all hard work is only to give customers that ease and satisfaction, comfort like a family. When a company connects with emotions, they aren’t just building connections; they build loyalty and trust and inspire their customers to value them. All these practices are a way of creating a company into a brand, a brand that is made from the values, courage, and trust of its customers.
It is more or less identifying the question, “What does a customer truly want?"
The ability to resonate with customers and what they exactly want and keep working on it at a deeper level makes a company a trusted and worldwide accepted brand.
For example, there are so many companies that are madly focused on customer-centric value and made it their end goal. Amazon, Apple, Coca-Cola, and Nike are prime examples of customer-centric value and emotional connections. These brands are connected with customers' emotional needs; they just don’t sell products; they sell emotions. At every level of their marketing, these brands create an emotional bond with their audience. For example, Coca-Cola runs so many campaigns for branding and advertisement, and in every single ad, they share the message of emotional connection (examples: “Share Coke [2011], “Taste the Feeling“ [2011]).“Real Magic“ (2021). These campaigns not just offer a product, but they also offer a sense of emotional bond.
id="qqqq" These activities strengthen the company's presence in the market. By tapping into emotion, the company gains a lot of trust. When a customer feels valued, experiences affection, and bonds, they're more likely to share it back with the brand.
In the end, companies become brands when they understand their customers' emotional needs. They take courageous steps to provide the best to their customers. When a company becomes beyond a brand, it becomes a part of the customer’s life and values. That is considered as a true power of branding.