We are living in the emotional marketing and storytelling era, where we present every bit of information as a story. The reason? Stories are interesting, memorable, and emotional. They stay in people’s minds for a long time, which is exactly what you want to achieve: memorability. As any marketer will tell you, memorability is key for a successful branding strategy.
But What is Branding?
Let’s see how The Business Dictionary defines it:
Branding is the process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.The Business Dictionary
Emotional branding, then, creates a unique image for a company or brand by appealing to the customers’ feelings, ego, subconscious, and emotional needs. Take a look at the ad below: what does it make you feel? Whatever your answer is, those are the emotions you will associate with LEGO after being exposed to this ad.
Emotional Marketing and Culture
According to a recent psychological study, “emotions are cultural phenomena because we learn to have them in a cultural way.” This is one of the reasons why, for example, the interpretation of emoji varies from one culture to another. Batja Mesquita, a pioneer in cultural psychology, has been researching the role of culture in our emotional lives for decades. This is what she has to say about it:
We don’t really know discrete emotions when we are born; we only distinguish between pleasant and unpleasant. In interacting with others, we learn to categorize and experience emotions in certain ways. People in different cultures acquire different emotions. For example, people in many Western contexts may think of shame as a bad emotion. But shame is considered a good emotion in other cultures—it is in one category with modesty and embarrassment and these feelings show that you have propriety, that you know your place in the world.Psychology Today
Consequently, for emotional marketing to be successful in appealing to a global audience, it needs adaptation to each particular culture.
The Role of Localisation
As we’ve explained in one of our recent blog posts, localisation involves translation but also goes one step further. Localisation involves translating the source content in such a way that it takes into account the target culture. In other words, localisation professionals adapt content for local consumption. The purpose is to make it resonate in the target audience.
If you need guidance on the best localisation strategy for your business, just let us know!