Position Paper - Branding

 

Branding and the use of Emotional Branding 

    There are some brands that society just know by heart. Whether it be the goldens arches of McDonalds or the check mark of Nike society recognizes these brands no matter where in the world they are at. So, what is the science behind it? And why do companies spend so much time developing a brand and ensuring that is recognizable everywhere?NeuroLaunch states "From the colors that catch your eye to the jingles that get stuck in your head, the fascinating world of branding psychology shapes your everyday decisions in ways you might never suspect. It's a silent puppeteer, pulling strings you didn't even know existed." 

    Memory and recall play huge role in how society perceive brands as well as brand awareness and recognition. "It's like your brain has a VIP list, and familiar brands get to skip the line" states NeuroLaunch. This has been accredited with why a person may choose a product with a familiar logo without even considering another brand just because that person has been using and trusting it for years. 

    However, sometimes successful branding requires more than recognition, brands have begun to play on their target audience's emotions.  This helps to build deeper and longer lasting bonds to the brand. According to Forbes the most successful emotional branding campaigns have four elements: "storytelling, visual design, consistency, and authenticity." Brands who rely on emotional branding take special care in creating these emotional strings. It is important that the brand upholds authenticity and consistency. Once the brand is labeled by society as unauthentic or inconsistent it takes a lot of effort for the brand to rebuild societies trust. 

    One company that relies on emotional branding is Patagonia who plays on their target audiences feeling of moral responsibility and their concerns for environmental impact. When viewing Patagonia's website and social media platforms it is geared towards those who love being active in nature. Patagonia takes every chance it can to further develop a consumer's emotional ties to the brand by sharing a common goal with the consumer: to protect the environment. Patagonia backups their claims by transferring 100% of the company's voting stock to the Patagonia Purpose Trust and 100% of the nonvoting stock to the Holdfast Collective. By doing this not only does Patagonia uphold their authenticity and consistency but also helps build brand recognition through their charity. Consumers who are passionate about the environment are more likely to spend their money on a Patagonia jacket or gear verses a competitor just because of the emotional ties to their philanthropy efforts. 

    

    While Patagonia plays on a consumer's passion to save the environment Disney theme Parks across the world play on emotions that promote nostalgia and magic. Disney Parks are trying to sell total immersion into the nostalgia and magic that is Disney. "It's Branding Strategy centers on trust, quality, and emotional resonance, converting intellectual property into durable franchises that engage multi-generational audience and energize fan communities." The Walt Disney company uses inspirational and motivational storytelling in order to create a heartwarming feeling and nostalgia associated with the brand for consumers. Storytelling also helps to build trust and credibility around the brand. 

    One campaign in particular the Disney uses to create nostalgia as well as trust and credibility through storytelling is the Disneyland Paris  "Where Magic Gets Real" campaign. The campaign follows a duckling who finds a Disney magazine and develops a passion for all things Donald Duck. The magazine becomes one of the Ducks most favored and valuable belonging. However, as winter comes and the little duck must migrate with the rest of his family, he is forced to leave the magazine behind. However, little does he know that his journey will take him to Disneyland Paris to meet Donald Duck. The campaign speaks to those, children or adults, or have grown up idolizing Disney Characters and dreaming about going to one of the Disney theme parks and meetings the characters. It is also important to mention that in the campaign the Duck goes through storms and hard times on his journey however once he gets to Disneyland there is not a cloud in the sky. Disneyland Paris commented on the campaign saying that "Disneyland Paris intends to remind everyone of its unique and essential role to be the gate between the imagination of the Disney movies and the real world. At Disneyland Paris, magic is for real."  

    In conclusion, leading companies have spent a lot of time and money into understanding the importance behind their brands and how to use their brand to build trust and recognition amongst their consumers. Companies have also developed a new weapon to place in their arsenal in emotional branding. While all of their tactics may be different in creating those emotional strings depending on the company and their purpose companies recognize the critical hold that these strings create between a consumer and the products the brand offers. This is why car brands create advertisements showing the safety benefits of the car and play on a parent's instinct to protect their children.  It's why athletic brands showcase power, success, and hard work. Or why beauty companies promote confidence, self-love, and empowerment. It is all a tactic to persuade consumers that by purchasing the product or experience the brand offers that they will gain the joy, nostalgia, protection, success, or confidence that the brand promotes. Or that the consumers play a critical role in the brands philanthropic projects which in turn plays on a consumer's need for fulfillment and purpose.