Emotional Connection Builds Brand Loyalty  

Emotional connection and brand loyalty

As emotional connection and brand loyalty are inextricably linked, in marketing it is vital to create an emotional connection with your consumers to build trust and loyalty to your brand.

Brands that consider an emotional experience in their marketing campaigns are far more likely to engage a consumer beyond a sale.

In the words of The Jackson 5 “can you feel it?!”

In marketing speaking to consumers emotions can exert a much more powerful behavioural effect than rational decision-making.

If a consumer has a great experience with a brand that triggers a core emotional response (makes them feel safe, excited, or part of a community) then that is a big step toward brand loyalty.

When consumers have an emotional connection with a brand, they are more likely to trust the company, its products, and its values.

Trust and loyalty lead to repeat purchases, advocacy, and positive word-of-mouth, which are invaluable for business growth and sustainability. When consumers are really, truly engaged with a brand then they become advocates amplifying the brand message (through social media, for example).

Emotional connection plays a crucial role in building trust and fostering customer loyalty.

As well as building brand loyalty there are many other fantastic reasons to connect with your audience on an emotional level. Including:

Marketing that utilises an emotional connection provides a significant opportunity for brands to differentiate themselves from their competitors. In crowded markets where products or services are similar, emotional connection helps create a distinct brand identity that sets a brand apart, gaining a competitive advantage.

Brands that establish emotional connections with consumers are better able to engage and captivate their target audience. Emotional branding creates a deeper level of engagement, as it taps into consumers’ values, aspirations, and desires. Engaged customers are more likely to actively interact with the brand, participate in brand communities.


Emotional connection has a significant impact on consumer purchase decisions. Studies have shown that emotions often play a more influential role than rational factors on buying choices. When consumers feel emotionally connected to a brand, they are more likely to choose it over alternatives, even if the rational attributes or pricing are similar.

Brands that have established strong emotional connections with their customers are more resilient during challenging times. During economic downturns or crises, consumers tend to stay loyal to the brands they have an emotional bond with, seeking comfort, familiarity, and trust.

Brands that consistently create meaningful emotional connections with consumers tend to have higher brand equity. Emotional branding builds a positive brand image, which can translate into higher perceived value, leading to premium pricing, and sustained business growth


Building an emotional connection with consumers is important in today’s crowded business landscape because it differentiates brands.

So next time you are listing the benefits of your products for your next advertising campaign, as yourself first, “can you feel it?”

By establishing an emotional connection, brands can cultivate lasting relationships with consumers and drive sustainable business growth, winning!

Get in touch to discover how a psychology influenced marketing can help your business grow


The Psychology of Marketing Needs and Actions

Consumers might change the way they, gather information and make purchases, but their basic psychological needs and their associated causes of action are constants that marketers can count on.