Why building emotional bonds is key to long-term success
By Simon Middleton, Editorial Specialist, ProVeg International
In today’s highly competitive plant-based market, it’s not enough just to offer a great product. Consumers are driven by more than taste, health benefits, or sustainability – we also want to feel a connection to the brands we choose (even if we aren’t conscious of that desire). Emotional branding, which involves creating deep, lasting bonds with consumers, can be the key to turning casual buyers into loyal advocates. Let’s dive into how plant-based brands can harness emotional branding, drawing on insights from experts like Kevin Roberts, Martin Lindstrom, and Mark Ritson, and ideas from my own book, Build A Brand In 30 Days.
Why emotional branding matters in the plant-based sector
Emotional connections drive loyalty
At the heart of emotional branding is the ability to create a real connection between your brand and your audience, one that drives loyalty and repeat purchases. Kevin Roberts, former CEO of Saatchi & Saatchi and creator of the Lovemarks concept, believes that brands that evoke love and respect go beyond simple transactions and become emotionally indispensable to consumers. A perfect example of this is the Apple Mac computer. Ask an Apple devotee if they’d swap for another brand of laptop or PC (no matter how well specced) and see how far you get!
For plant-based brands, emotional connections often come from shared values, like sustainability or personal health. When people feel an emotional tie to your brand’s mission, they’re more likely to stick with you for the long haul, even when competitors come along with similar products or lower prices.
The Ritson-Sharp debate on emotional branding
Branding experts don’t always agree on the role of emotional connections. Mark Ritson emphasises the importance of combining emotional branding with practical marketing strategies – great emotional appeal won’t work if your distribution or pricing is off. On the other hand, Byron Sharp focuses more on brand salience, which means being memorable and available when consumers are ready to buy. He’s more sceptical about relying too much on emotional branding alone. Yet even Sharp acknowledges that emotional connections can help make a brand more distinctive and easier to recall. Whatever the nuances of the argument, for plant-based brands, the takeaway is clear: emotional branding is powerful, but it needs to be part of a bigger, well-rounded strategy.
Strategies for building emotional connections
Authentic storytelling fosters emotional bonds
One of the most effective ways to build emotional connections is by telling authentic stories. In Build A Brand In 30 Days, I emphasise that stories are a direct route to your audience’s emotions. Different emotions are of different importance from sector to sector. Consumers in the plant-based sector are particularly motivated by values – whether it’s about making more ethical food choices or contributing to a sustainable future. Sharing real, meaningful stories about your brand’s journey, your mission, and the people behind your products can create powerful emotional bonds with your audience.
For example, Allplants, a UK-based plant-based meal delivery service, uses storytelling in its messaging by highlighting the journey of its founders, who started the company based on their values around sustainable eating. This story, woven into their brand communications, helps build an emotional connection with customers who share similar values.
Positive brand experiences enhance emotional engagement
Beyond storytelling, emotional connections are strengthened by positive, consistent brand experiences. Marty Neumeier, a well-known teacher on brand topics and author of The Brand Gap, stresses that meaningful brand experiences should be differentiated and authentic. This means that every interaction a consumer has with your brand, from the packaging to the website experience and customer service, should reflect your core values and provide a positive emotional impact. For plant-based brands, consistency in delivering on your promises – whether around taste, health benefits, or sustainability – creates the kind of trust and connection that fosters emotional loyalty.
The subconscious role in buying decisions
In his book Buyology: Truth and Lies About Why We Buy, Martin Lindstrom explored how the subconscious mind drives many of our purchasing decisions. Based on a USD 7 million neuromarketing study of 2,000 volunteers, Lindstrom’s research revealed that much of what we think influences our buying choices – advertising claims, logic, or promotion – is actually secondary to the deep emotional and subconscious triggers we may not even realise are at play. For plant-based brands, this means it’s crucial to tap into these subconscious drivers, whether it’s through visual cues, sensory experiences, or emotional messaging that resonates on a deeper level. Lindstrom’s work underscores the importance of creating an emotional brand presence that sticks with consumers, even when they’re not actively thinking about your product.
Practical action points for brand leaders
1. Identify and communicate your brand’s values
- Take time to define the core values that shape your brand’s mission and purpose.
- Communicate these values clearly and consistently across all touchpoints, from social media posts to packaging design.
2. Leverage storytelling to build emotional bonds
- Develop a brand narrative that reflects your values and the impact you’re making in the world.
- Use real stories to illustrate how your brand helps consumers make better choices, for themselves and the planet.
3. Create positive and consistent brand experiences
- Focus on delivering a consistent and positive brand experience across every touchpoint.
- Ensure that product quality, packaging, and customer interactions all reinforce your emotional branding strategy.
4. Engage Your audience in your mission
- Build a community of like-minded individuals who share your values.
- Encourage customers to share their stories of how your brand has positively impacted their lives or the world.
5. Tap into subconscious triggers
- Use distinctive visual elements and sensory experiences that trigger emotional and subconscious responses.
- Regularly review your marketing strategies to ensure they align with how consumers emotionally engage with your brand.
Case studies
Heura Foods: activism and innovation
Heura Foods, based in Spain, was founded in 2017 by food activists and has quickly become a standout in the plant-based sector. The brand is built around the mission of transforming the food system to better support human and environmental health. Heura actively promotes food activism, weaving its commitment to sustainability into its brand identity. By sharing stories about their impact on reducing carbon footprints and promoting plant-based diets, Heura has built a loyal consumer base that feels emotionally connected to its cause.
Forager Project: telling a story of regeneration
Forager Project, a US-based plant-based dairy company, taps into emotional branding by promoting its commitment to regenerative agriculture and environmental health. Their messaging around healing the planet through better food choices allows them to connect deeply with environmentally-conscious consumers, turning buyers into advocates for the brand’s mission.
No Evil Foods: empowering consumers with a purpose
No Evil Foods has built its brand around a strong sense of purpose. Their messaging focuses on ethical sourcing, supporting workers’ rights, and reducing environmental impact. By aligning their products with social activism, they create an emotional connection with consumers driven by ethics and health. Their purpose-driven approach turns purchases into meaningful actions for customers.
By focusing on building emotional connections, plant-based brands can create long-lasting loyalty and stand out in the market. Authentic storytelling, positive brand experiences, and tapping into consumers’ subconscious motivations all play a role in creating those deep emotional bonds that keep customers coming back.
For more support on building emotional connections with your brand, contact our ProVeg experts at [email protected]. Stay tuned for my next article, which will explore how being consistent in your branding will (nearly) always trump brand innovation. Catch up on my previous articles, here and here.
