Making Emotional Connections With Your Brand


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It is common knowledge that, as a professional and as a business owner, if you don’t make an emotional connection with the other person, they will not buy anything from you.  The same goes for your ability to form relationships with other people. If you can’t touch them emotionally, they won’t be interested in what you have to say.

The emotions make or break your success

When it comes to selling your offerings, without the element of emotion, you won’t make any headway whatsoever. It is essential that you touch the person in some human way. As you are interacting with your potential client, their emotions (and yours) will be a significant factor in what they feel and in how they react to you. One hundred percent of the time, emotions are the drivers for decisions that everyone makes. It is those same emotions that will also cause the person to act on something, dictate his or her thinking, and take one person’s side or another. In short, the person who is going to be doing the buying has to have some connection with you, your business, and your offerings.

The emotional reactions (and connections) themselves basically have nothing to do with logic. In fact, they are the opposite of logical. They come from the person’s subconscious, not his or her conscious self. If you have developed and presented your brand properly, your target audience will want to buy what you are selling even if they don’t know why. People always buy based on a feeling. If a person sees or hears about a product and it invokes a particular positive emotion, he or she will probably buy it. If a business can make a person feel something, that business can sell anything. The sky is the limit.

The essential brand

The world is full of products that someone feels he or she can’t live without. That concept is exactly why businesses are successful. The reasons that brands (any brands) sell is because they make people feel a certain way. The particular brand may bring the person back to an earlier time, a time when the person was really happy for one reason or another. Those feelings leave the person wanting more of those feelings. If you can invoke that, you will be very successful.

If you can make your concepts surrounding your business resonate with your target audience, they will respond favorably to you and you have a good chance of their buying what you are selling. You need to appeal to the person on a very deep yet very basic level. There are many different ways that you can make emotional connections with your target audience.

  • Your choice of words need to touch other people in a deeper way than merely showing them what your offerings can do from a functionality, benefits, and features perspective. You need to offer them your story and you need to make it clear where your passions lie and what you represent.

  • Include others in what you are doing and in what you believe in. It is critical that your content is compelling, exciting, and valuable. You should make sure that your content is genuine and informative. Also, it should give the reader a clear message that you have the ability to solve his or her problems.

  • Remain dedicated to your philosophy no matter what happens. It is critical to your success to do so. If you believe in what you are doing, other people will too.


With the amount of stiff competition that you have in your niche or industry, integrity is more important than ever. Make sure to always be genuine and helpful. If you are clear about being driven by the desire to help the other person before you even consider doing something for yourself or your business, it will come through and it will work to your advantage. Remember to always tell your story. People will relate to it and respect you for it. There are many different ways that you can connect emotionally with your professional connections. Each one is unique but each one links you to the other person on a deep level.


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Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.

Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.

Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.

Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.


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