Online means screens, which are pretty much the best emotional delivery system around. An online ad might not be Stranger Things, but it’s great for making our audiences notice us, feel emotion when they do, and choose our brand off the back of it.
But a real emotional connection is bigger than just swiping right on the brand you fancy. It’s more like learning to embrace your partner’s habit of leaving teabags in the sink.
One of my strongest brand relationships is with Riverford, the organic foodbox people. Now, no brand is perfect. I’ve fumed at a terrible, one-off, customer call. Around this time of year, I get really fed up with courgettes. And I find it hard to recall how I felt when that first box appeared on my doorstep many years ago.
But we have a real connection. They’ve quietly helped me get to know them over the years, on and offline. They’ve explained what they believe, why they do what they do, and, most importantly, what they disagree with.
This is how online touchpoints and channels can offer better emotional connections; by building familiarity, developing routines and habits together, and encouraging a shared worldview.
An emotional connection comes from learning about someone over time. Make sure your brand has something worth finding out.