What’s the best way to sell effectively? Get to the wallets of your customers through their hearts by using emotion. Instead of basing your advertising materials on products and inserting your products in promotional materials – use human values and emotions. Why? Because “we’re only human after all” and we evaluate companies using our own experiences and emotions. It seems to be a much better method than marketing based on descriptions, features and facts about a particular product or service.

Emotional marketing

Emotional marketing is nothing more than a close connection of the brand with the emotional needs and feelings of its consumers. Currently, more direct online communication forces the development of new, empathic strategies to reach brand users, more precisely relating to their emotions and thus more effectively affecting any shopping behavior. In this context, it’s better for companies if they know exactly what emotions they want to evoke with their recipients. Otherwise, emotions will be created accidentally and often will negatively affect the company’s turnover and financial results.

Strong emotions are remembered by us. We have been able to remember the plot of the film that brought us to tears, surprised us with amazing twists or outrage during specific scenes for years. We however forgot about the projection, which we didn’t really like. This mechanism is the basis of emotion marketing. Advertisements of things we don’t even like are created but the image shown will move us. Symbols are also used, which after the next viewing of the given advertisement will only begin to be associated with the given brand. The figure of Saint Nicholas recalls the Coca Cola brand, the Labrador puppy – the Velvet brand, and the yellow bear – Haribo. It is also often shown in advertisements of employees of a given company who speak about the brand under which they operate. They simply praise the high quality of the products, and in the prints we can observe the lives of employees every day. We see that these are ordinary people who can be trusted – and we believe it, reaching for the product of this company.

A story to tell

Whoever is on the other side of the screen has feelings that you can evoke or dim. People are much more likely to listen to an interesting, engaging, emotional story, with the possible plot change than the dull advertisement, packed with a lot of features and technical description. Stories have accompanied us since the beginning of our lives. First, parents read us books and told us fairy tales. Then we learned to read ourselves. We hear stories told by our families and friends and on the television, radio, press and the Internet. Taking it into consideration, we can easily say that stories are natural to us so they are perceived much better even subconsciously.

Let’s take a look into some good story examples:

In the huge volume of different messages and stories crafted by marketers only the original, creative and emotional message can break through. So only the best ideas make the consumer feel, think, remember and what’s most important – share.


Brand Personality

Everyone and everything has particular features (personality) that help us identify it among the others, at least that’s how it should be, especially in the case of a brand.   A brand personality is the set of attributes that give an organization a distinct character. Some brands have incredibly strong and unique personalities, while others have weaker (or no personalities at all). Usually, these personalities revolve around a distinct set of attributes. Great personalities don’t happen by accident. They’re planned and prepared in advance.

Emoji & GIF Marketing

Emojis are colorful symbols that originated in Japan, used to express different emotions. They can be easily confused with emoticons, which are designed to indicate the mood only, where emojis also depict various everyday objects, food, weather and even animals and flags. Another difference is the fact that emoticons are made up of characters that are easy to find on the keyboard – e.g. a colon and parenthesis give a smiling face. Also, GIF’s are image files that are compressed to reduce the transfer time, most often being animated for a certain effect. Both, emojis and gifs are an amazing and simple way to advertise and evoke emotions in your brand’s marketing message.

Why “Gifo-moji” in marketing communications?

We usually use emojis when communicating with friends on social media to emphasize emotions, as a way to present reactions to a given message and especially because it’s a pure fun. Colorful symbols in messages bring a smile to your face and are associated with positive emotions. That’s why brands that communicate with their fans on social media should also use them. Small, vibrant pictures added to posts encourage users to get more involved – commenting, adding their own emojis or by sharing. Another reason why you should use emojis in social media posts is the fact that they’re funny, colorful image effectively attracts attention and allows you to distinguish the post from other emoji-free content. GIF’s in content marketing are also easy to consume, effective, are cheaper than video to create, mobile friendly, tell a story and engage customers to interact with the brand or company.

Another advantage of using both gif’s and/or emojis in marketing messages is that thanks to these images or animations, you can effectively reduce the distance between the company and the recipients and build an image of a positive, open and “cool” brand. This form of communication is particularly important when the dominant group of recipients of messages are young people as they use it a lot.


Building long-term and unforgettable emotional experiences is an essential element in creating the competitive advantage of businesses serious about their development in today’s world. It applies to all employees and every element of business operation. It starts with the process of planning brand value and building teams of people who believe in these values and are able to convey their emotions to clients in a consistent and uninterrupted manner. It must affect marketing strategies, both the choice of communication method and optimal tools. It is worth remembering that not all channels are equally well suited for conducting activities within the framework of emotion marketing.

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