Emotional Branding - What are 'High-impact emotional’ drivers'?

Oct 04, 2020

What are high-impact emotional drivers?

We are all driven by our emotions. In fact we can’t make any decision without them. Emotions are what tip our thoughts into actions.

High-impact emotional drivers are those emotions that have the greatest influence on our behaviors. They are often hidden in our subconscious and linked to our belief systems, so we don’t even know they exist.

High-impact emotional drivers include:

Stand out from the crowd – project a unique social identity; be seen as special
Have confidence in the future – perceive the future as better than the past; have a positive mental picture of what’s to come
Enjoy a sense of well-being – feel that life measures up to expectations and that balance has been achieved; seek a stress-free state without conflicts or threats
Feel a sense of freedom – act independently, without obligations or restrictions
Feel a sense of thrill – experience visceral, overwhelming pleasure and excitement; participate in exciting, fun events
Feel a sense of belonging – have an affiliation with people they relate to or aspire to be like; feel part of a group
Protect the environment – sustain the belief that the environment is sacred; take action to improve their surroundings
Be the person I want to be – fulfill a desire for ongoing self-improvement; live up to their ideal self-image
Feel secure – believe that what they have today will be there tomorrow; pursue goals and dreams without worry
Succeed in life – feel that they lead meaningful lives; find worth that goes beyond financial or socioeconomic measures.

SOURCE: SCOTT MAGIDS, ALAN ZORFAS, AND DANIEL LEEMON

For greater return on their communication and marketing investment, organisations need to tap into these emotional drivers and bring them to life creatively. There are many types of emotional drivers in our life and many models that try and capture them. The specific sector, market and strategic goals of an organisation will influence which emotional drivers are appropriate. We help organisations navigate these emotions and find which ones work best for their brand, market and message.