Humans are inherently emotional beings. This trait extends to their purchasing behaviors. Brands must resonate with these emotions and be strategic about making sure they are relevant to the needs and desires of their target audience.
All brands can and should create the perception that their consumers will have a positive emotional experience with their product.
A successful positioning statement focuses on the benefit to intentionally entice a desired emotional response. The goal is to resonate inside the consumer's mind - to evoke a visceral and memorable response within their body and soul.
The make or break crux of emotional branding is the manner in which it is presented. People do not like to be told "how to feel" or even that "they will feel a certain way." However, consumers can relate to feelings that are relevant to their own experiences, challenges, and aspirations. Exploring your target audience's culture delivers the insight needed to shape a brand that targets a certain emotional expectation.