Emotional and Rational Branding: Two Sides of the Same Coin?

Emotional and Rational Branding

This article will assist you in understanding how emotional rational branding differs from one another but coexists simultaneously. By examining some of the most successful branding examples, we can better understand this idea and see the benefits of both emotional and rational branding.

A brand’s purpose is to enlighten and entice consumers about the organization, products, or services that it stands for. Both emotional branding and rational branding strategies are frequently used to achieve practical appeal. To boost product sales, businesses make advertisements that speak to consumers emotionally and rationally.

What is Rational Branding?

Emotional branding establishes a connection between a consumer and a brand or product by appealing to their feelings. This idea is based on the fact that relationships between brands and consumers can happen on an emotional level. 

The phrase “branding” in marketing refers to recognizing or identifying a company. It helps your company or product differentiate itself from the competition. Marketers accomplish this by producing content that speaks to the emotions of their target audience.

Emotionally triggering marketing can appeal to people’s irrational subconscious desires for love, power, emotional stability, ego, and pleasure through emotional branding. Since storytelling is one of the most effective methods for evoking emotion, it is frequently used in emotional branding.

It is said in the marketing industry that: 

  • More shares mean more happiness. Positive emotions, as opposed to negative ones, have been found to persuade people to share, retweet, and mention their friends more frequently.
  • In the meantime, sadness increases clicks. Negative words typically have a greater click-through rate.

Finding out how you want your audience to feel when they interact with your brand is made more accessible by emotional branding. It uses graphic design, copywriting, and marketing to produce that feeling more frequently. 

Emotional branding affects your audience in a way that traditional marketing cannot, whether it makes people laugh or cry. The emphasis on a personal experience connected to the product, like user testimonials, is a common emotional technique.

10 Benefits of Emotional Branding

1 Customers can easily associate a brand or product with positive emotions created via emotional branding. 

2 Emotional branding immediately appeals to the consumer’s problem, need, or goal. 

3 Consumers Can Self-Identify With A Brand thanks To Emotional Branding. 

4 Emotional branding aids in making a brand more human. Forging more profound, lasting connections with their customers. It does so by incorporating human-like features and values into its marketing campaigns. 

5 Engagement may be increased across a variety of platforms through emotional branding. 

6 Your brand may connect with your audience more deeply if you choose an emotionally driven marketing approach. 

7 People are more inclined to pay attention to the brand message when a post or video connects to their emotions. 

8 Empathy is created by emotional rebranding. Brands are seen as trustworthy and dependable when they support a noble cause and convey an uplifting message.

9 Customers are more likely to pick a brand over rivals when it has solid emotional branding. Increasing purchases and increasing customer conversions as a result. 

10 Stronger loyalty is produced by marketing strategies that provoke emotional reactions than those that don’t. Customers are more likely to admire your brand and feel compelled to support it if they can personally relate to its objectives and goals.

You Must Read: What are Branded Surveys: A Detailed Guide

How Do Brands Make Emotional Connections?

  • Understanding the emotional triggers for the target audience. 

It is essential to focus on what inspires and excites customers and incorporate that into the company’s marketing plan. 

There are numerous ways to obtain constructive feedback from the audience, and you must discover which messages are most effective with your clients and potential clients. 

  • Sharing true stories. 

Motivating and relatable stories are popular. Talking about everyday experiences is a terrific method to engage viewers. 

People can attach emotionally to stories. However, simply telling an emotional story is insufficient. Your emotional branding story needs to be genuine, vulnerable, and relatable.

  • Emphasizing on a customized customer experience. 

Customers enjoy knowing that they are receiving personal attention. Personalized client experiences will help you attract attention and build better relationships with your target market. It shows how much you value your clients. 

For instance, when you purchase Apple items, Apple gives you the option to engrave your name or phrase. 

  • Establishing a brand’s personality. 

A brand’s personality is an excellent method to stand out and engage customers. The objective is to give your brand a human personality and appearance. 

Businesses make sure that their marketing, communication, and visuals—including web design, company logo, and colors—all reflect the tone and personality of their brand.

  • Responding quickly to urgent issues 

Timing is everything in business. A brand must put its audience first and pay attention to their needs. 

Responsible businesses always pay attention to customer complaints and quickly fix errors. Being responsive demonstrates that the company has taken the consumers’ complaints to heart and is working to improve. 

  • Delivering excellent after-sales service 

After a sale, the brand should continue to pay attention to its customers to demonstrate its concern for them. 

Customer relationships are forged, and trust is built through after-sales support. In the Long-term, this can promote client loyalty.

Brands That Use Emotional Branding

Compared to linear texts, people respond to the emotional aspects of advertisements significantly better. Strong emotional messages in ads are more likely to go viral and produce more significant outcomes.

We’ll examine companies that employ emotional branding using well-known examples from India. 

  • Coca-Cola 

An excellent example of how to harness emotions to engage the public is Coca-Cola’s “Choose Happiness” campaign. Customers were urged by the promotion to share the moments and happy memories that brought them joy. 

The simple idea behind their “Open Happiness” campaign is to take a moment during the day to relax with a chilled Coca-Cola and make new friends.

  • Always 

The Always (a feminine hygiene business) campaign “Like a Girl” uses a well-known offense to gain greater attention and inspire women to share their experiences. It invites girls/women to discuss the challenges they encounter in their everyday lives or when playing sports. 

In this commercial, the brand appeals to consumers’ anger. 

  • Worldwide Fund for Wildlife (WWF) 

In an effort to increase public awareness of the consequences of global warming, WWF uses fear. The visuals demonstrated how, if action is not taken to stop climate change, you and future generations will experience changes. It’s a fantastic example of how to use quality graphic material for social media marketing.

Fear is a valuable marketing strategy. Fear promotes growth and keeps people away from undesirable habits like smoking, drinking, and using drugs. 

  • Nike 

The Nike “What are girls made of?” advertising campaign and its catchphrase, “Just Do It,” are perfectly empathetic. They successfully motivate individuals to pursue their goals and improve upon themselves. That is effective marketing. The audiences connect with it on a deep level. 

  • Dabur Vatika. 

Their Brave and Beautiful Campaign honors women who have survived cancer. The advertisement features a newly cancer-free woman who is bald. Despite having survived the disease, she lacks confidence. You could cry after what happened as she enters the workplace with apprehension. Hope-filled tears rather than sorrowful ones.

Every person living with cancer and their families will find this advertisement appealing. It demonstrates a person’s vulnerability and the brand’s recognition of the feelings of its customers.

B2B Emotional Marketing 

What is B2B advertising? 

Business to Business (B2B) advertising, often known as trade advertising, refers to marketing initiatives intended to reach other businesses rather than particular consumers to convey a business message. 

In contrast to business-to-consumer (B2C) marketing, business-to-business (B2B) marketing focuses on appealing to decision-makers in enterprises and organizations. A company’s costs for goods and services could be more significant, and they might need the approval of different management tiers. 

B2B advertising involves promoting tangible goods like office furniture or services primarily intended for businesses, such as accountancy advice or logistics. B2B buyers are 50% more inclined to choose a product or service based on emotional value.

B2B Emotional Marketing Examples

  • Zendesk

One of the top SaaS customer service solution providers, Zendesk, creates some excellent video material that speaks directly to the feelings of its users. Thousands of viewers watch its videos each month. 

Zendesk even devises ingenious ways to connect the typically dull client success stories with emotional resonance content. For instance, the case study by Zendesk connects the company to the most powerful human feeling: love. 

  • IBM

One of the top AI B2B systems, IBM Watson, has a robust YouTube channel with emotionally compelling content that humorously and inspirationally explains even the driest business issues. 

IBM Watson’s marketing strategies employ quirky videos rather than directly outlining its features and advantages. This demonstrates to firms that reimagining their benefits and features and sharing them in exciting ways can give rise to an emotional marketing approach. 

  • Adobe

Adobe’s “PDF Like A Boss” campaign gives the supposedly straightforward Adobe Document Cloud product new life. The commercial features celebrity tattooist Dr. Woo demonstrating how quickly he can go from idea to ink by utilizing Adobe Scan and Adobe Acrobat. 

The advertisement shows how using the software can make any task more quick, effective and convenient.

What is rational branding?

Anything that is based on logic or reason is referred to as rational. Therefore, rational branding refers to a branding approach that takes the advantages of a product into account. 

The process of rational branding is simple. It’s about presenting a product’s characteristics and advantages to appeal to consumers’ logical side. It uses facts to show that the product is worthy of purchase. 

A rational brand strategy highlights the advantages of the firm, service, or product itself. It emphasizes the factors to consider while choosing a product.  

Common rational strategies involve demonstrating how to use the product rather than simply discussing it. Even the most rational advertisement generates an emotional response.

When a product, service, or concept has a lot of elements that appeal to customers’ sense of reason, Rational branding is extremely powerful. For example, if you are marketing a vehicle, ensure it includes technical features that your target market will find appealing, such as greater fuel economy, an excellent safety rating, extra legroom, etc.

Rational Branding Examples

  • IKEA

IKEA advertisements emphasize the solution they are offering their customers more than the actual goods. When a brand recognizes an issue and develops a solution to address it, it typically has considerably more remarkable success. 

IKEA also compares its products against those of other brands by using contrast. They frequently describe how life would be without their product. Subtly, this helps in demonstrating how their brand is superior to the competition. 

  • Coca Cola

Coke started the “limited edition” personalized bottle promotion. Everyone wished to have a bottle personalized with their name or to share pictures of bottles with their friends. 

Who wouldn’t like a Coke bottle with their name on it? This led to more impulsive purchases. The scarcity appeal made the product’s limited availability more attractive to consumers. 

  • Dettol

Dettol uses visuals to evoke the idea that it is risk-free and guaranteed for the users’ well-being. The slogan “Be 100% Sure” further highlights this brand value and the claim that it eliminates 99.99% of germs. 

The promise made in this advertisement that using Dettol will kill germs has been deeply ingrained. When someone is harmed, everyone immediately advises applying “Dettol,” but this is because the brand has become so omnipresent in society.

Differences between Rational branding and Emotional branding.

1. Emotional branding attempts to connect with customers, whereas rational branding aims to sell on product features to boost sales. 

2. Rational branding raises brand recognition. However, emotional branding fosters a sense of community. 

3. Rational Branding places the product at its core. In the latter scenario, the customer or buyer is at the core of the strategy. 

4. Images of people and warm, soothing hues frequently appeal to our emotions regarding brands. Rational branding techniques include using vivid colors, product photographs, and images of the end result of using the service or product. 


Customer satisfaction is crucial to every brand. In order to get them to act, you must appeal to their emotions. A brand needs to personalize itself appropriately and be relatable to make a lasting impact on its audience. 

In a word, emotional branding strategies appeal to customers’ feelings. Contrastingly, rational branding techniques highlight the advantages of a good or service to persuade customers to use it. 

There is no entirely sensible way to make a purchase. It is acceptable to conclude that both emotional and rational branding aims to touch on emotions, albeit rational branding does so indirectly.

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