Manila, Philippines — Paula Andrade, founder of Elbrand Marketing Agency, believes that human emotions can be leveraged when it comes to marketing. So much so, that she named her agency Elbrand with EL standing for “emotionally leveraged.”

Ever wonder why certain brands stick with you long after you’ve made a purchase? It’s all about emotions. When a brand knows how to hit you in the feels, they’re not just selling a product, they’re creating an emotional connection that lasts. That’s the power of emotional branding.

Previously based in Singapore to work, Paula started her marketing consultancy business as a side hustle initially.

“I started El Brand as a marketing consultancy business. Initially, we focused on assisting businesses with their marketing strategies, sales tactics, and event coordination. Since it was still an exploration stage, I was doing all these on the side of my full time job and mostly outsource people to help me for every project,” she shared in an interview with us.

“Then I found a remote and full-time job for a Singaporean company where I can be based in the Philippines. This set-up gave me more time to really start El Brand as a business of my own. It was also during this time where I met my business partner. When the pivotal moment came following the closure of the company of our employer, we found ourselves in a situation where we could support each other.”

“Given our collaboration on the previous company’s website, we decided to merge our expertise. I took on the responsibility of marketing his web development service, seamlessly integrating it into El Brand’s core service offerings. This strategic partnership not only enhanced our service portfolio but also solidified our position as a comprehensive branding and marketing agency.”

Paula envisioned for Elbrand to be the go-to partner for businesses seeking to establish a strong and memorable brand presence without the need to hire a full in-house team.

One of the clients of Elbrand | Image from Elbrand
One of the clients of Elbrand | Image from Elbrand

“We aim to streamline the process by providing expert guidance and support across various domains, including branding, digital marketing, web development, content creation, and more.”

“Through our tailored approach, we envision empowering businesses of all sizes to unlock their full potential and achieve their goals. By leveraging our diverse team of specialists and industry insights, we strive to deliver innovative solutions that drive growth, foster engagement, and create lasting connections with audiences.”

Why Emotions Matter

Elbrand has so far catered for various lifestyle brands in the Philippines including tech, F&B and hospitality businesses, as well as design and beauty brands, such as Issy Cosmetics, Doncris Cacao, Isarog Ph, and Worldstage International.

Paula highlighted that connecting with the consumers starts with the branding of the business.

“For us, we believe that branding involves crafting and managing a distinct identity, perception, and emotional connection with a brand,” she said.

“It encompasses elements such as the brand’s name, logo, messaging, values, and visual identity — all aimed at shaping how consumers perceive and relate to the brand. I always tell clients that even how their employees present themselves are part of the brand.”

She further explained why tugging at emotions in marketing campaigns can be beneficial to business.

“When emotions are leveraged, businesses are intentionally employed to gain an advantage, control behavior, or achieve a desired outcome through marketing. Emotionally leveraging situations can be seen in various contexts, including marketing, advertising, negotiation, persuasion, and interpersonal relationships.”

“As we always tell our clients, ‘After all, we are dealing with people’.”

Marketing Agency Pro’s

As to why Paula suggested that brands should invest in a marketing agency, she has this to share:

“Brands should invest in a marketing agency for several reasons. First, agencies offer specialized expertise across various marketing disciplines, including digital, social media, branding, and advertising, providing brands with access to a diverse skill set.”

“Second, agencies can be cost-effective, offering flexible pricing models and access to resources and tools that may otherwise be too expensive for individual brands to obtain. Third, agencies bring a fresh perspective and creativity, delivering innovative ideas and strategic insights to help brands differentiate themselves in the market.”

“Additionally, outsourcing marketing activities to an agency allows brands to focus on their core business functions while benefiting from the agency’s agility and adaptability in responding to market changes and consumer trends, ultimately maximizing ROI and achieving marketing objectives more efficiently,” she concluded.

To learn more about Elbrand, you may visit https://elbrand.solutions.