Gayatri Jhaveri Patel, Co-Founder, The G-Story

Gayatri Jhaveri Patel is the Co-Founder of The G Story, a Mumbai-based creative and technology-based, fully service digital agency that provides end-to-end solutions, specialising in product photography, inventory of props, and product styling. Gayatri has pursued Bachelor’s of Marketing from the University of California, Berkeley in the year 2013. She has also done a Diploma in Design and Visual Communications from B.D. Somani Institute of Art & Fashion Technology. Prior to starting the agency, Gayatri worked as a Creative Designer in many of the top global companies across the world. 


Emotional connection is extremely crucial in today’s fast-paced and digitally-driven society. As the internet continuously rewards us with ease and rapid satisfaction, the human touch is becoming increasingly uncommon. Brands can no longer afford to be faceless in today’s world. They need to be more approachable and connect with their audience on a far deeper level.

It is important for a brand to express it’s story and what sets it apart across all communication channels while also offering consumers reasons why they should buy a product or service. This is what will eventually enhance your brand’s visibility, profit, and overall impact.

Your brand is your opportunity to tell your consumers a narrative and your strategy should direct how and what you communicate with them. It’s important to humanize your brand. This will help you stand out and rise above the clutter. But why is it vital for your brand? Because emotions are continuously altering our perceptions of what is going on around us. Being regarded in a certain manner and creating a recall value with your consumers are fundamental elements of every marketing strategy and emotional marketing helps you do just that.

Here are some reasons I think emotional connection adds more value to a brand.

Connect with your audience

Audiences want a personal touch. They want to feel valued. You need to understand your target audience and identify ways to entice them through your overall strategy. This will not only help with customer retention but also attract new ones.

Be Authentic

Consumers expect brands to be authentic and inclusive to be able to relate to them. Millennials and the Gen Z audience want brands to care about more than simply numbers. If they don’t see that in a brand, they will turn to another one that does.

Brands need to keep this in mind and in turn be honest in their branding and messaging. This allows them to establish long-term relationships with their audience.

Build Trust

When a consumer purchases from your brand, they are putting their confidence in you. They  develop a long-term connection with brands that tell an honest story. Today’s consumers are more mindful about what a brand stands for, their impact on society and the overall experience they offer. When a brand identifies these factors, it can help with building trust.

Create a strong first impression

Put in effort to ensure first time visitors to your website or social media have a pleasant experience. To do so, put out engaging content that tells a story about your brand in order to entice them. Your digital presence plays a huge role in building your brand and gaining long-term consumers.

All in all…

As a brand, if you’re looking to create a long term relationship with your audience, focus on communicating your story in the most relatable way to make an impactful connection. Be authentic. Make your consumer feel valued. Show them what sets you apart. 

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