Video
Emotional Connection: Unlocking Premium Pricing Power
See why stronger customer bonds drive price power, and get steps to build trust, align your value story, and hold premiums without added complexity.
Summary
Most organisations mistake more campaigns and channels for progress. Feature parity and fragmented messages bury the signal. Clarity returns when you choose one emotion to own. That decision sharpens choices, restores momentum, earns loyalty, lowers acquisition costs, and makes growth more predictable.
Watch The Video
In this video, Preetum Mistry (CEO & Managing Partner) explores how to build emotional connection into your brand strategy to drive repeat business at scale.Our Perspective
What this means for leaders navigating growth, change or transformation in their organisation.
Choice Is Emotional
When products look alike and channels blur, people default to what feels right, not just what reads best in a spec sheet. That feeling reduces perceived risk, signals identity and creates a sense of ease. This is where brand has strategic teeth: it shapes how decisions are made long before a comparison table appears.
Deloitte Digital reports that eight in ten people purchase from brands they feel emotionally connected to, underscoring that affinity is doing real commercial work. The implication is simple: leaders can’t delegate “feeling” to campaigns—connection has to be designed into the experience that surrounds the product.
Own The Feeling
Most organisations carry a vague ambition to be “trusted” or “innovative.” It’s too broad to guide real choices. The wiser move is to choose a specific emotional territory—calm confidence, ingenious simplicity, quiet reliability—and codify how it shows up.
- Map customer anxieties and aspirations; pick the one you’ll resolve better than anyone.
- Translate it into three experience principles that shape product, service and communications.
- Write red lines: what you’ll never do because it erodes that feeling.
- Align incentives so teams value depth of connection, not breadth of impressions.
Design The Moments
Emotion is built in small, repeatable interactions, not in taglines. Choose the handful of touchpoints that disproportionately decide loyalty and engineer them to deliver your chosen feeling every time.
- Elevate two high-leverage stages: customer success stories and social content that shows—not tells—your promise.
- Fix the “trust drop-offs”: onboarding clarity, service recovery, renewals and pricing explanations.
- Encode signals: language, pacing, interaction patterns and proof that reinforce the emotion.
- We often see organisations chase frequency before clarity; define the feeling first, then scale the moments that earn it.
Measure The Bond
If the feeling is clear and consistently delivered, the numbers move in predictable ways. Look for higher second-purchase rates, faster adoption of new offers and lower acquisition costs as familiarity does more of the work. Track price sensitivity and time-to-trust—from first exposure to first meaningful action—alongside traditional funnel metrics.
Pair qualitative depth with quantitative rigour. Run controlled tests on redesigned moments, watch for referral lift and examine story “pull-through” from social content into pipeline. Over time, this makes demand more dependable because preference is anchored in something customers can feel, not just remember.
As parity spreads and attention fragments, the organisations that decide which emotion they own—and engineer it into signature moments—will turn uncertainty into durable preference.
Sources:
Further Resources
No two brand journeys are the same — connect with us if you’d like to test where your next step might lead. Let’s talk.
Video
Market & Brand Trends