Every day, brands fight for our attention. From the moment we wake up to the moment we go to sleep, we’re bombarded with thousands of brand messages and stimuli. In this context, emotional positioning has become one of the most effective tools for standing out. It’s no longer enough to say “I’m the best” or “I offer the lowest price”. Today, success belongs to those who manage to form an emotional connection with their audience — beyond a purely rational relationship based on quantitative factors.
What is emotional positioning?
Emotional positioning is closely tied to brand identity. It’s about occupying a special place in the consumer’s mind and heart — not just for what you offer, but for how you make people feel. It marks a shift from communicating features to conveying values, emotions, aspirations, or even memories.
For example:
- You’re not just buying a pair of trainers — you’re buying the drive to push yourself further (Nike).
- You don’t choose a phone for its camera — you’re choosing to be part of a creative community (Apple).
- You’re not booking a trip just because of the price — you’re doing it for the promise of adventure, relaxation, or connection (Airbnb).
Why emotional positioning matters
Buying decisions are not as rational as we like to think. That’s where emotional marketing comes into play. There’s an irrational component in nearly every decision. Emotions build bonds, create loyalty, and keep a brand in someone’s memory — even years later.
A brand that connects emotionally:
- has a more engaged community
- benefits from more word-of-mouth recommendations
- weathers mistakes or crises more easily
- doesn’t need to constantly shout about prices to sell.
How to work on emotional positioning
Here are some practical tips we use at Incógnito that can help you shape your approach to branding:
1. Define your essence beyond the product
Ask yourself: “What do I want people to feel when they think of me? What emotion do I want to leave behind?”
2. Get to know your audience in depth
It’s not just about demographic data. You need to understand what drives people, what worries them, what inspires them. Only then can you truly connect.
3. Tell stories, not just benefits
The art of storytelling is the most powerful way to spark emotion. A good story can achieve what technical data never could.
4. Use design, tone, and content as emotional allies
Everything communicates: colours, words, music, images… Nothing should be left to chance. Choose a look and feel — and a tone of voice — that reflect what you want to convey. This is all part of storytelling.
5. Be consistent and authentic
Emotional positioning is not just a tactic. People can tell when a brand is forcing an emotional tone just because it’s trendy. It must come from something genuine, believable, and consistent over time.
Positioning is essential in a saturated market, where attention is earned through connection, not noise. Remember: if you manage to move people, you’ll stop being just another brand — and become the brand.
At Incógnito, we’re here to help you build that connection. Because in the end, what truly lasts is what makes us feel.
