Brands must harness the power of emotions to develop relationships with people. This can be achieved by identifying the emotions you want your brand to evoke – the Emotional Right Space – and developing messaging that taps into those emotions.
Emotional Right Space Brand Examples — Let’s take a look at an impactful brand . . . Apple. This brand understands the power of emotions and uses them to develop long-term relationships with people.
Apple has identified its Emotional Right Space . . . the core emotions the brand wants every customer to feel across all touch points. The four emotions that Apple aims to tap into are: (1) Delight; (2) Surprise; (3) Connection; and (4) Love.
Disney identified one emotion in its Emotional Right Space . . . Happiness. Whether visiting their amusement parks; watching their movies and TV shows; shopping at their stores or staying in one of their hotels, Disney wants you to feel happiness!
Nike aims to tap into the emotions of (1) Confidence and (2) Inspiration. You can feel this in all of their communications.
Tip to Identify Your Brand’s Emotional Right Space — Which emotions do you want people to feel when they visit your website, see/hear your advertising, view your videos and interact on social media?
Here’s a tip . . . don’t identify more than four. When people feel more than four emotions, they’re overwhelmed and might tune you out.
Top 20 Positive Feelings and Emotions — To help you identify your brand’s Emotional Right Space, here is a list of the top 20 positive emotions (presented in no particular order). When people feel these emotions from your brand, they’ll share your brand’s messages.
Happiness, Interest, Delight, Hope, Gratitude, Kindness, Surprise, Connection, Confidence, Admiration, Enthusiasm, Euphoria, Satisfaction, Pride, Contentment, Inspiration, Amusement, Enjoyment, Awe and Love.
4 Questions You Must Ask Yourself — After you’ve identified your brand’s Emotional Right Space, use it as a guide. Ask yourself these 4 questions. If you answer “sometimes” or “no,” to any of these questions, it’s time to readjust your marketing communications.
- Do our communications across all media tap into those emotions?
- Are my salespeople and customer service representative addressing these emotions?
- Are we sharing stories in our content that evoke these emotions?
- Is our social media presence sharing these emotions?