Those brands with a clear objective towards the emotional connection with people also benefit from the creation of value for the Company. It is not only a transactional value but also a relational value, with a journey that flows in both directions, first to the customer and then to the company. At the center of it all is something that was always there. After millions of years of evolution, humans still rely heavily on emotions when making decisions, including purchasing decisions.

That being the case, when the determinations we make are based largely on how we are made to feel, it becomes clear that brands must appeal to the human being and not the buyer. This does not mean that there is no rational component, but rather that emotions act as the amalgam between the neural circuits that underpin all rational deliberation. Emotions don’t get in the way of decisions. They form the basis on which they are executed.

But emotions are something very changeable in every individual. One day you may feel one way and the next day just the opposite. What may be considered a good brand experience at one time, may not be perceived in the same way at another. This is something that can lead to completely different frameworks for how to build a lasting relationship with brands.

Customers now have the power over brands, they decide which brands they engage with and when they make their purchases. The best way to achieve engagement is to put the customer at the center of any brand strategy, however this is something that few companies achieve.

Engagement: 5 strategies to boost it

The following 5 strategies will help you strengthen the emotional connection with customers through consolidating your brand strategy:

1. Define the purpose

Every brand has a promise. But only purpose can really separate one brand from another. Articulating a brand purpose goes far beyond creating an inspirational phrase. It’s something that contributes both on the inside – helping employees understand why – and on the outside – helping customers understand what the brand is for. Purpose gives people a reason to connect emotionally with the brand so that it becomes a part of their lives.

2. Set up personality

Every brand should be very clear about what its personality is, considering that this aspect shapes the way it relates to people. Defining it is part of an internal analysis, but above all an external one. Brands that truly put the customer at the center empathize with them and their personality is shaped to achieve a relationship of proximity.

3. Find a story

Life is made up of stories. Brands that have an authentic story have a real tool for emotional connection with people. The story is not what is told on the web, but what people believe about the brand according to the signals sent. It is a complete picture composed of facts, feelings, and perceptions.

4. Dialogue with customers

The customer wants to feel like a protagonist by actively participating in their relationship with brands. This shift involves the transformation from a one-way framework to a multi-directional reality. Brands must be open and honest in their relationship with their environment. Transparency is critical in building trust.

5. Ensure credibility

Company leaders must collaborate in building trust at all levels, both internally and externally. Your personal brand can help build credibility. Medium or small companies have a slight advantage over larger companies based on the founder’s profile, but this is not something exclusive to them.


Building a brand is not a matter of budget. Achieving the desired engagement, a true emotional connection, has nothing to do with the size of the company, the sector of action or the investment. In fact, the most important attribute of the most desirable brands is that they have been built from the outside in, with true passion for customers from the very beginning.


Carlos Puig Falcó

President of Branward®

Photos: Shutterstock

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