Emotionally Intelligent Brands: Why It Matters

People are an emotional mess of fluttering hearts and mascara goop.

Not exactly a hot take.

Still, it’s good to keep it front of mind when you’re copywriting for your brand.

As business owners, we tend to get so focussed on our offering that we forget people overwhelmingly buy with their hearts, not their heads. It’s why creating strong emotional connections though your copywriting has never been more relevant, especially in today’s world of brand storytelling.

Which leads us to emotional intelligence. And more to the point – does your brand have it?

Quick rundown on emotional intelligence

Emotional intelligence (also known as EQ) describes the capacity of a person to express, control, interpret and perceive emotions to communicate with and relate to others effectively.

You’ll know the friends that have it, and those who don’t. The ones who spend the entire catch up talking about their job promotion in front of your mate who’s in Struggle Town? Yeah, they don’t. The ones who have an uncanny knack of diffusing a fight by helping each other understand each other’s point of view? They probably do.

Why does my brand need emotional intelligence?

Some experts believe emotional intelligence is more important than IQ when it comes to being successful in life. Think about it – how many of the most book smart people you know went on to do great things?

It’s the same with brands.

As a living, breathing entity, good brands develop a high EQ so they can build stronger relationships with the people who matter most.

They’re likeable because they are in touch with who they are, and how their decisions affect others. But perhaps most importantly, they empathise with the experience of their audience, giving them a strong understanding of how they’re feeling.

That translates into that more effective communication – and copywriting is your most powerful weapons.

What makes a brand emotionally intelligent?

So, how can you display the traits of an emotionally intelligent brand?

Listen to your customers

The best brands are innately in tune with what their customers think, feel and desire. What drives them. Motivates them. Their challenges, wants, needs, likes and dislikes. So open your ears to their experience and find out.

Empathise with them

Now walk in their shoes. Imagine how you would feel in their situation. This helps you understand what they’re going through and how your brand fits into their lives. And shows that you get them. 

Reflect on the ‘why’

Scratching the surface of their experience will get you surface level insights. To better understand why people are thinking and behaving a certain way, ask yourself why? Why are they feeling this way? Is there something beyond the obvious that might be contributing to this?

Ready to create copywriting with high EQ?

As a freelance copywriter in Perth, Rumbot can help your brand express itself through high EQ copywriting that strengthens relationships with your customers. Whatever your copywriting challenge, together we can write your brand’s best self into exisitence.