“We humans are emotional creatures. We make our purchase decisions based on how products promise to make us feel.” That’s why great brands always try to make emotional connection with their consumers. This has to come even before showing off the features of the products or services.
Basically brands have to answer the “why” question. Why people have to buy my product? Why should it be important to them? And the answer should always be emotionally connected to what the consumer feels.
A great example is Nike’s “Just do it” campaign. It is one great example that shows how emotional connection triumphs over selling products. Through this campaign Nike didn’t talk about it’s products and runnig shoes. It allowed the athletes to talk about their achievements and rewards through their own emotional words without ever mentioning Nike. People could instantly connect with the campaign. They were so inspired by the stories that were sending Nike notes on how this campaign has changed their life’s bad habits. People get “Just Do It” tattoos! Through this campaign Nike could show that the brand is not about selling products. It is about celebrating customers, changing lives, and inspiring people to be at their best.
Another great example of this is Volvo’s ad. The story in the ad is strong and makes the right emotional connection with their audience. The ad is about Volvo’s safety feature. Throughout the ad you follow story of a girl with a future she is picturing and telling her mom. At the end Volvo’s safety feature is the only reason she survives from a car crash. As a viewer you picture Volvo as a car that gives you your dream future by saving lives.
Stories and storytelling is a great way for brands to make emotional connection with their audience. Emotional connections make long term relationship with consumers and connections that last.