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How to Use Emotional Branding to Build Your Brand

Dec 19, 2022

Emotional branding is all about creating a connection with your customers through storytelling.

Think about the most successful brands in the world. Nike doesn’t just sell shoes: they empower athletes to push themselves to be the best. Apple doesn’t just sell computers: they represent creativity, innovation, and the power of thinking different. These companies know how to tell a story that connects to their customers on an emotional level—and it’s paid off big time. So how can you do the same?

The Power of Storytelling

Humans have been telling stories since the beginning of time; it’s how we’ve always shared our experiences. And storytelling can be a potent tool in marketing too. 

The most memorable stories you’ve ever heard likely made you feel something—anger, sadness, joy, or fear. Perhaps they made you laugh. When a story resonates with your audience, you’re more likely to create a lasting impression on them—which is a win for your brand.

How to Use Storytelling

How can you harness the power of storytelling to create an emotional connection with your customers? There are two key ways: sharing the stories your customers want to tell, and sharing the unique stories of your brand.


Customer Testimonials

Customer testimonials showcase satisfied customers and highlight how your product or service has had a positive impact on them—-which means an opportunity to show potential clients what your company is capable of. Testimonials also build trust and credibility—two essential ingredients for any successful business—because they put a human face on a corporate entity. Using the customer’s words to tell your story, you can create a more persuasive message than if you were to boast about your own accomplishments. Plus, not every company knows how to use customer testimonials to build their brand, so it’s a way to differentiate yourself from your rivals.

Share your company story

Every brand has a story, and sharing that story helps customers gain a nuanced understanding of who they’re doing business with. Maybe you’ve been family-owned for generations. Maybe your founders connected with one another over a passion for the exact right product. Maybe you’ve been growing year over year, in a business that’s otherwise stagnant. By sharing your company history and your core values, you can both connect with customers and build brand loyalty. Giving clients a glimpse into your corporate culture, your employees, your customer base, and your community through authentic, relatable stories can be inspiring. 


Building an emotional connection with your customers is essential for any successful business. Whether you share customer testimonials, share your own company story, or both, using storytelling as part of your branding strategy will help you connect with potential customers on a deeper level and make your brand memorable.

The best thing you can do? Enlist the experts. Front Runner Films can help you create corporate videos that are brimming with humor and heart. We’re experts in emotional branding—and we’re ready to help you share your story.

Get to Know Front Runner Films

Front Runner Films is a corporate video production company telling humorous and heartfelt stories helping bring products, companies and passion to light.

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