Emotional Branding Engineering

How to Create Emotional Connections That Make Your Brand Shine?

Branding & Brand Identity 4.4(56)4h 35m20 lectures2 sections

What you'll learn

Understand the concept of Emotional Branding
Understand the psychology of belonging and a brand's emotional DNA
Build the Emotional Promise of a brand
Define values and Brand Archetypes
Build sensory identity and Brand Voice
Write a Brand Storytelling narrative
Design the customer's emotional experience
Use symbols and rituals and build advocacy
Measure emotional performance with Emotional KPIs

About this course

This course covers emotional branding engineering, meaning how to build an emotional relationship between your brand and your audience. It starts with an introduction and why emotion is the future of brands, then moving from logic to emotional connection, the psychology of belonging, and the emotional DNA of an influential brand. After that you learn to build the Emotional Promise of a brand, values and beliefs as the foundation of identity, Brand Archetypes, the sensory identity of sound and sight, Brand Voice, and Brand Storytelling. The course then moves to designing the customer's emotional experience, symbols and rituals, Emotional Advocacy, case studies, Emotional KPIs, artificial intelligence in the service of feelings, and the emotional leadership matrix, with a workbook. It suits brand owners, marketers and identity designers, and no previous experience is needed. By the end you will be able to write an emotional promise for your brand, choose its personality and voice, design a customer experience and measure its impact.

Expected outcomes

Increase customer loyalty and enhance their shopping experiences.
Master skills to measure emotions and apply effective strategies.
Develop stories and values that resonate with customers.
Implement practical steps to build a distinctive brand.

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Course content

Emotional Brand Engineering

19 lectures

Course IntroductionOverview of the emotional branding course: building an emotional bond with customers, defining brand personality, crafting a story, creating rituals that bring customers back, measuring brand love scientifically, and aligning the whole team.3:39
Why Emotion is the Future of Brands?Explains why emotion is the future of brands: competition has shifted from quality to emotional value, the commodity trap and price wars versus pricing power, with examples such as Nokia and Nike.13:17
From Logic to Emotional Connection: The Concept of Emotional BrandingDefines emotional branding as building a deep psychological bond between brand and customer, distinguishes emotional from functional promises, links it to the hierarchy of needs and belonging, with Harley, Patagonia and Dove examples.12:05
The Psychology of Belonging: Who is the Customer that Sees Themselves in You?Explains the psychology of belonging: the customer who sees the brand as a reflection of their ideal self, attachment theory, alignment between brand image and self-image, and the risk of contradiction between what a brand claims and does.9:56
The Emotional DNA: Core Elements of an Impactful Brand22:45
The Deep Strategy: Building the Emotional Brand PromiseExplains building the brand's emotional promise and how it relates to the functional promise, how it meets the customer's psychological goal as Harley did, psychological commitment theory, and moving on to expressing the promise through identity.19:17
Values and Beliefs as the Essence of Identity: Values are not SlogansExplains that values are not slogans but measurable behaviors visible in employees' daily dealings with customers, and how to turn a value like full responsibility into concrete behavior that the whole team is trained on.21:14
Brand Archetypes: The Emotional Compass of IdentityExplains brand archetypes from Carl Jung's theory, grouped into four sets by human motivation, with examples such as the Sage and the Rebel, and the importance of keeping the message consistent and repeated.13:01
Sensory Identity: How to Build an Emotional Audio-Visual Signature?Explains how to turn a brand's spirit and personality into a visual and audio sensory identity: color meanings, signature sounds such as Harley's engine, and choosing a palette and fonts that match the archetype.11:46
Brand VoiceExplains shaping brand voice and tone with a two-axis matrix of formality and seriousness, with an example of an empathetic reply to a delayed customer, and writing one booking confirmation in the tones of three archetypes.12:03
Brand StorytellingExplains building brand storytelling on the hero's journey: the customer is the hero and the brand is the guide, with story stages from the problem through the ordeal, and examples from companies like Lego and an eco-minded clothing brand.24:10
Designing the Emotional Customer ExperienceExplains designing the customer's emotional experience: spotting friction points in the journey and softening them with the brand's tone, creating positive emotional peaks, and building a journey table of stages, feelings and required actions.15:32
Symbols and Rituals: The Language of Belonging in the BrandExplains how individual and group rituals and symbols turn a customer into a member of the brand tribe, including choosing a symbol that reflects the Archetype and practical steps to design a simple, meaningful ritual.12:04
From Connection to AdvocacyExplains how silent loyalty becomes emotional advocacy through three behavioral dimensions: repeat purchase, active defense of the brand, and voluntary participation, with examples and ways to recognize the strongest advocates.17:51
In-Depth Case StudiesAn in-depth analysis of four global and local brands, Nike, Apple, Lego and Zain, from their Archetype to the advocacy behavior they create, to help you choose the model closest to your own brand.11:58
Emotional KPIs: How Do We Measure Love?Explains how to measure emotional attachment with Emotional KPIs, including NPS, emotional keyword analysis, and the price premium customers pay for the emotional promise, with an Apple example.15:24
Digital Empathy Engineering: AI in the Service of EmotionsExplains how AI combined with a CRM supports digital empathy: instant sentiment analysis, smart routing to the right employee, emotion-based automation rules, and staff tone analysis, while keeping the final human touch.14:16
Emotional Leadership MatrixPresents the Emotional Leadership Matrix: a six-step framework starting with internal awareness and shaping promises, and the distribution of leadership roles such as the CEO, with the Zappos example.13:04
Conclusion: The Legacy of Emotional Branding and the Ultimate Challenge MessageSums up the course with the idea that customers love the story and experience rather than the product, reviews the four units, and sets a practical challenge starting with removing emotional friction and designing a simple brand ritual.12:08