How to create an emotional connection with your customers

People don’t just buy stuff.

They buy how that stuff makes them feel.

However, to make people choose your product or services, you have to create an emotional connection with your customers.

Do that, and they’ll happily stick on your branded hoodie or get your logo tattooed on their left bum cheek (hey, you never know!)

But how do brands go from being “just a product” to being something people can’t live without?

 

Hang on, what is an “Emotional Connection“?

Think about it this way.

You don’t grab a Pret flat white just for the caffeine—you grab it because it feels like a moment of calm in a busy day. Or you choose M&S food not just for the quality but because it feels like an indulgent treat.

An emotional connection is the invisible thread connecting a brand to its audience. It’s not about convincing customers to buy; it’s about making them feel like you understand them.

Once you nail that, you’re not just a brand, you’re a lifestyle, a trusted friend or even part of someone’s identity.

 

How to create an emotional connection with your audience

Let’s take a look at some well-known brands that are masters at creating emotional connections in marketing and how you can do it, too:

 

One. Storytelling: Sell the story, not just the product or service

Humans love a good story; it’s in our DNA (psst, think books, films, TV, theatre, see, we love ’em!). The best brands don’t just list a shed load of features, they tell a story that makes you care.

  • LEGO: How they do it

LEGO doesn’t just sell plastic bricks; they sell imagination, creativity and inclusiveness in their ad campaigns.

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And it’s not just for boys; it’s for everyone.

They’ve launched campaigns celebrating International Women’s Day and the #BuildtoGive campaign, which encouraged people to share a LEGO Love Heart on social media. For every image posted and tagged, LEGO donates a kit to a child in need.

I love LEGO, I still play with it now and I’m in my forties with no kids.

And standing on a brick you’ve dropped at 2 am in your bare feet still hurts as much as it did when I was seven!

  • How you can do it:

Tell people:

    • How you started
    • Challenges you’ve faced
    • Why your brand exists
    • Highlight your customers’ success stories

Even if you don’t have a heartwarming origin tale, create stories around your product or service about how it makes life easy or solves a problem they’ve been pulling their hair out over for donkey’s years!

For more on storytelling, check out my article, “Why storytelling in toy marketing gets you sales.” (Don’t worry; it’s relevant to other industries, too.) 

 

Two. Nostalgia: Tug at people’s heartstrings

People love revisiting the good ol’ days.

Nostalgia isn’t just a trend; it’s an emotional time machine (yep, I really did use a reference that sounds like it’s been ripped straight from AI, but it’s true!)

  • Sylvanian Families: How they do it

SF markets itself as a timeless experience, highlighting that its toys encourage creativity and imaginative play for all ages.

emotional connections in marketing

There is also a heavy emphasis on building relationships, whether between the animals in the set or the children playing with them.

  • How you can do it:

Incorporate elements from past decades in your branding or packaging, like: 

    • Retro fonts
    • Colour palettes
    • Pop culture references from specific eras that resonate with your audience

If your brand has a long history, remind people of it by bringing back a discontinued product or reimagine a classic in a modern way (Cadbury’s do this loads by bringing back old chocolate bars for short runs, so people rush out for a nostalgia hit before they’re discontinued again).

If your brand is new, lean on looking back. I do this all the time as the average age of my clients is between 35 and 55, so I’m always marketing myself by mentioning things like old sweets, kid’s TV shows, etc.

 

Three. Build a Community: Make them feel like they’re one of your mates

Nothing says “we get you” like a strong community.

People want to feel part of something bigger than themselves and feel on friendly terms with a brand and those who run it.

  • Beavertown Brewery: How they do it

Beavertown has built a loyal fanbase through events like its annual Beavertown Extravaganza, a beer festival celebrating creativity and craft beer.

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  • How you can do it:

Okay, you might not be able to throw a festival (kudos if you can!), but you can do it in other ways.

Create Facebook groups and hashtags or organise in-person meetups. Include challenges and competitions to give people a reason to participate. Introduce loyalty discounts and perks, and feature your customers on your social media or marketing.

Oh, and don’t be a faceless business.

Show your face everywhere, comment and answer questions when asked.

 

Four. Personalise: Cos One-Size-Fits-Bloody-No-one

Marketing in a one-size-fits-all way doesn’t work; you need to personalise your outreach so it feels like you’re talking to one person.

  • Tesco Clubcard: How they do it

Instead of sending the same generic discounts to everyone, Tesco Clubcard analyses what you buy and sends you customised discounts via their app. So, if you love chugging down oat milk or chomping on a chocolate Hob Nob, don’t be surprised when you get regular deals.

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  • How you can do it:

Start small by using customers’ names in emails (if you’re using Mailchimp, you can insert code that adds the name to anyone on your mailing list).

If it’s a cold pitch, address it to someone.

You can also offer personalised recommendations if you have data on your customers’ shopping habits.

 

Five. Customers first: Make them the star of your marketing

Shower your customers with love and make them feel valued and they’ll stick around.

  • Cadbury: How they do it

Cadbury and Age UK teamed up for the ‘Donate Your Words’ Campaign, encouraging customers to share kind messages for isolated elderly people. These messages were featured in digital and print ads, making the audience active participants in the brand’s storytelling.

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If you want to create an emotional connection with your customers, you’ll be hard-pressed to find a brand that does it as well and as constantly as Cadbury.

  • How you can do it:

Spotlight your customers on social media with testimonials or “customer of the month” features. Surprise loyal customers with handwritten thank-you notes, birthday discounts or free stuff (if you can afford to do that).

It doesn’t have to be expensive—it just needs to put your audience first.

 

Six. Use Humour: Make ’em piss (with laughter, obviously)

Fun brands know the power of a good joke. Humour creates positive associations and makes your brand memorable.

  • Greggs: How they do it:

Greggs launched a funny ad campaign called “Bag Some Joy,” which parodied classic British TV quiz shows. Contestants answered food-related questions while being cheered on by an overly enthusiastic audience of Greggs fans.

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It not only tickles the funny bone, but they’ve tapped into nostalgia, too.

  • How you can do it:

You might not be able to do a TV ad, but you can use humour in videos, social media posts and captions, emails and product descriptions.

Oh, and Memes, people love those.

Keep it on-brand and the humour your audience will like, whether it’s wacky, witty or clever subtle humour.

To learn more about rib-tickling content, check out Funny Copywriting: How to create funny marketing campaigns.

 

Seven. Surprise ’em: Do something totally unexpected

Who doesn’t love a surprise?

Little unexpected gestures can turn casual customers into loyal fans.

  • TruffleShuffle: How they do it:

TruffleShuffle sometimes includes extra treats in their parcels; in the past, I’ve received my t-shirts with an unexpected bag of sweets or decal stickers to put on my laptop.

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  • How you can do it:

Add small extras to your orders, like sweets, stickers, vouchers or personalised thank-you notes. If you’re service-based, go the extra mile with follow-ups or bonus content. You can also surprise your audience online with a surprise giveaway or “secret” follower-only sale.

Or what about a jingle?

Writing and singing (or getting somebody else to sing) a jingle at the start of your marketing videos is a fun thing to do that most of your competitors aren’t. To learn more about those, check out 10 reasons why jingles are effective in advertising.

 

Eight. Be Interactive: Create an experience

People want to do something, not just buy something. The more interactive you can make your brand, the more connected people feel.

  • The National Trust: How they do it:

The National Trust (in the UK, in case you’re reading this from elsewhere) invites people to participate in events like “Easter Adventures“, where visitors can explore nature, attend guided walks and participate in seasonal Easter activities.

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They make their sites an experience, not just a place to visit.

  • How you can do it:

Think about how customers can engage with your product. Could you create DIY kits, host live demos or tutorials, or design interactive packaging with QR codes that unlock exclusive content? Even something simple, like a digital quiz, can boost engagement.

 

Nine. Align your values: Stand for something bigger

People want to buy or work with brands that share their values, so taking a stand on important issues can deepen emotional connections.

  • Marks & Spencer: How they do it:

M&S is big on sustainability, from its Plan A initiative (which focuses on reducing waste, using sustainable materials, etc.) to its partnerships with local communities and charities.

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They’ve shown a genuine commitment to environmental and social issues, creating a strong emotional connection with consumers who value ethical practices.

  • How you can do it:

Identify a cause that aligns with your brand, such as sustainability, mental health, or social justice, and weave it into your brand story.

And don’t just talk the talk—do something!

Donate to the cause, share progress updates, or collaborate with nonprofits. Show your audience that their support makes an actual difference.

 

Ten. Be Consistent: Keep showing up!

Consistency builds trust, and trust creates an emotional connection, so keep your messaging and visuals as consistent as possible in your content and on every platform.

  • Aardman Animations: How they do it:

Aardman keeps things consistent everywhere, whether it’s Wallace & Gromit, Shaun the Sheep, or Chicken Run. Their films, marketing, and social media posts have a signature style and feel.

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They always include Easter eggs in their content and fills, tying their entire collection of work together in clever, fun ways that fans love to spot.

  • How you can do it:

You need to start by creating a style guide outlining your brand’s colours, tone, fonts and messaging.

Make every customer interaction (emails, ads, website copy, social media, packaging) feel like it’s coming from the same place. Over time, consistency builds familiarity—and that familiarity turns into brand loyalty.

Woop!

Easter eggs and recurring themes can also create an added layer of engagement, turning your brand into something people can’t get enough of!

If you want to see how I do it, follow me on LinkedIn.

 

That’s the power of creating emotional connections

When you make people feel something, you stop being just another product on the shelf.

You become a friend.

A go-to.

So, make sure you connect emotionally with your customers. Y

You deserve them to see you and stay.

And if you need support writing human, emotional content, let’s chat about how I can help.

Until next time,

Matt

chatty tone of voice copywriter

Written by Matt Drzymala

Hey, I’m Matt, a chatty tone of voice copywriter in Liverpool. I specialise in writing laid-back, fun or conversational copy for businesses that want to sound like somebody with a pulse runs their business, not a robot – like my dream client, Beano, who I worked with in 2023.

If you want to see more of my stuff, check me out daily on LinkedIn.

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