The definition of Emotional Intelligence (EQ) is the capacity to be aware of, control, and express one's emotions, to recognize and manage the emotions of others, and to handle interpersonal relationships judiciously and empathetically

Most can agree that top brands connect with us through our feelings — even if you offer business services, you can still conjure emotions in your prospects, like the satisfaction of buying a reliable product and the pride of making a sound business decision. Undeniably, emotion is even more important in B2C products and services.

Think of your favorite fast food joint. Whether it’s a jingle that you love, or a promise to have it your way, the message sweeps you in through emotions. 

When an advertisement sticks in our head, it is because it made us feel something such as joy, fear, comfort, or sadness. From Target to Skittles and the biggest insurance companies, EQ in advertising is critical to brand growth and longevity.  But that’s not all.

According to a recent Forbes article, mastering emotional intelligence in brand marketing is much more than eliciting an emotional response or tackling a critical pain point.  It means you can pay attention to things like your brand tone and the way your audience engages with similar brands. Insight into these nuances allows you to know how this approach affects marketing to potential customers or clients. 

Once you have identified how your audience identifies emotionally with your brand make sure you’re representing it across all your marketing channels—including both online and offline ads, in your social media and in your website content.