Emotional connection to the brand: the key to loyalty

Why does an emotional connection to a brand increase sales and customer loyalty? In my opinion, we often hear about emotions playing a big role in the buying decision-making process, but I wonder how this really works in the context of brands. Why do people tend to return to companies that they have an emotional connection with?

People tend to support brands with which they have not just a commercial connection, but also an emotional one. This connection can occur through a variety of channels: through a quality product that evokes positive emotions, through advertising campaigns that tap into personal feelings, or through stories that tell about the brand and its values. Stories are particularly effective because they help create a deeper connection beyond the functionality of the product. For example, brands that sell clothing can use storytelling to talk about how their products are created and the ideas and values behind their designs. This allows customers to feel that they are not just buying a product, but part of something bigger, something they can associate themselves with. The article https://www.bbntimes.com/society/the...que-narratives highlights how clothing brands have used unique stories to create a connection with customers and increase customer loyalty.

Of course, if a brand creates something that evokes positive emotions and is really close to the consumer, it can stimulate repeat purchases. However, there are cases when people remain loyal to brands for other reasons, such as convenience or habit. Loyalty and sales can depend on many factors, including quality of service, pricing, and even how convenient it is for the customer to use that brand's products or services. Emotion is certainly important, but it is not the only element that contributes to a brand's success.