Brands don’t just sell products…they sell vibes!
They tap into your head, heart, and gut to make you feel something, and that feeling keeps you coming back.
Emotional branding is a marketing strategy where brands create strong emotional connections with customers. Yes, the goal is to sell products, but also…to build loyalty that keeps you coming back again and again.
Instead of focusing only on price or the product itself, emotional branding taps into things like:
Identity: “This brand represents who I am or want to be.”
Belonging: “This brand gets me and it makes me feel like I’m a part of something.”
Desire/Want: “Owning this makes me feel cool, powerful, loved, unique or ______”
Trust: “This brand feels safe and familiar, like a friend. I can rely on it to be there for me.”
Sure, we care about facts and data…but humans make most of their decisions emotionally. Even when we THINK we are being logical!
We prefer brands that make us feel something, whether that’s joy, nostalgia, pride, coolness, connection, or familiarity.
When we connect with the vibes of a brand, we’re more likely to:
Keep buying from them, possibly buying too much
Defend them online
Feel like they’re part of our identity
Ignore/excuse unethical practices
Accept less from them…whether that’s lower quality, declining service, or even lower wages at a “cool job”
Supreme:
Limited drops + long lines = “if you know, you know” energy. You feel lucky (and super cool) just to get to buy something!
The limited drops create the illusion of a small, indie brand…but the reality is Supreme has been owned by mega corps since 2020.
Trader Joe’s seasonal products:
“Only here for a limited time!” That creates a sense of urgency, meaning you won’t hesitate to run out to buy them. Buying these items feels like being part of an “in the know” club.
Fans stock up, trade tips, and write angry posts when stuff is discontinued.
Stanley Cups:
New color drops sell out in minutes and “rare” colors become collector items.
Influencers make collecting these cups seem essential….but really they are promoting them because Stanley gives one of the highest commissions on product sales in the industry!
Anthropologie: signals to the world that you are eclectic, artsy, worldly, feminine, and you have some money to throw around. That doesn’t align with the reality that Anthro is a fast fashion brand.
Free People: sells you the feeling of being wild, ethereal, and untethered by capitalism…by participating deeply in capitalism (it’s also a fast fashion brand).
TJ Maxx: sells you the identity of being clever, strategic, and fashionable…but it’s actually selling you a lot of stuff that isn’t designer overstock!
Apple: signals to others that you are creative, intelligent, and discerning. Switching to an Android or a PC almost feels like a loss of identity! But in some cases, Androids and PCs might be a better product and better value.
Lululemon: wearing this brand tells others that you have some money, you’re into wellness, and you probably invest in nice skincare products, too. But the company has a lot of ethical issues that can be difficult to ignore.
Aldi: Sure, it’s a discount grocery store, but it also has an extremely loyal and engaged fan base that values low prices, efficiency, and sort of “anti-snobbery.” “Aldi Aisle of Shame” is an entire subculture centered around Aldi’s middle aisle of limited edition stuff. There are FB groups, subreddits and social media accounts solely devoted to sharing finds, recipes, and product reviews.
Ulta: Has a tiered rewards program that definitely encourages customers to spend just a little bit more to reach that next level. In the Ulta subreddit, fans share haul photos, tricks for optimizing rewards points/gift with purchase, and product reviews. Furthermore, in the battle of “Ulta vs. Sephora,” Ulta leans into accessibility, value, and friendly vibes.
Spotify Wrapped: TBH this is emotional branding genius in action (tough for me to say as a podcaster with a partner who is a musician…we definitely feel exploited by Spotify). But think about it: when you get to share your Wrapped with others, it makes you feel seen, and it creates the feeling that you are part of a cultural moment.
There’s no shame in supporting your favorite brands and really loving the things you buy from them. But we also know that emotional branding is manipulation in cuter packaging. When a big brand says, “we see you,” it really means, “we want your money.”
The next time you feel weirdly attached to a brand…ask yourself: “Do I love this because it’s great? Or because it made me feel something?”
And TBH, that feeling might be real. But it was designed by a marketing team. When we recognize that, it makes it easier to change our shopping habits and hold brands accountable for unethical practices.
If you want to share your opinion/additional thoughts on the subjects we cover in each episode, feel free to email, whether it’s a typed out message or an audio recording: [email protected]
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