A strong emotional connection between your target market and your brand can increase sales volumes, increase customer loyalty and enable you to charge up to 200 percent more than your competitors. Brands are increasingly being forced to choose between two positions: discount brand with little emotional connection and premium brand with a lot of emotional connection. This article describes the elusive nature of emotional connection and offers seven different ways you can strengthen the connection between your brand and your target market.

Emotional connection is a powerful way to link the heart of your target market with the soul of your brand. This connection is the degree to which your customers care about your brand beyond its rational attributes. It is more psychological than logical and more unconscious than conscious. Above all, emotional connection can make a big impact on your business.