Mastering eCommerce Marketing 181. The Power of Belonging in Branding with Chelsea Burns
In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Chelsea Burns, better known as The Marketing Psychologist™. Chelsea has more than 17 years in marketing, holds a master’s in applied psychology from USC, and works with conscious companies to help them grow without losing sight of their values. She is also the creator of the BELONG™ Framework, a model built to help brands earn trust, create alignment, and build real connections with their audiences.
Chelsea explains why integrity and authenticity are more than just nice-sounding words. For her, they are the foundation of healthy brand relationships. She shares how growing up with values like keeping your word shaped her career and why she believes authenticity means showing up fully, even when it is messy.
One of the big takeaways in this conversation is the idea that marketing does not have to be manipulative. Chelsea talks about where persuasion crosses the line into manipulation and how companies can practice ethical influence that respects customer choice.
We also get into the psychology of decision-making. Chelsea highlights that 95 percent of buying decisions happen in the subconscious, and she shares tools companies can use to better understand those deeper motivators. From empathy to active listening, she explains how brands can connect with the “higher version” of their customers, not just their surface-level wants.
Finally, Chelsea walks us through the BELONG™ Framework and why belonging is as critical to people as food and water. For her, branding is a relationship, and when it is rooted in truth, it naturally builds confidence and trust.
If you want to understand how psychology and marketing come together to create brands people truly feel connected to, this episode is for you.
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Guest: Chelsea Burns, CEO + Marketing Psychologist at The Marketing Psychologist
Chelsea Burns’s LinkedIn | The Marketing Psychologist
Watch the full Youtube video here:
https://youtu.be/Ub3AjinlYSg
Takeaways:
- Belonging is a fundamental human need, akin to food and water.
- Integrity in marketing is a key differentiator for success.
- Authenticity involves being secure in one's identity, both personally and as a brand.
- Non-manipulative marketing respects consumer agency and choice.
- Empathy is essential for understanding consumer needs and motivations.
- The Belong Framework helps brands build trust and connection with their audience.
- Ethical marketing practices lead to long-term consumer trust and loyalty.
- Good intentions in marketing do not always align with consumer perceptions.
- Building trust takes time and cannot be rushed for quick results.
- Effective marketing requires ongoing dialogue with consumers to understand their evolving needs.
Chapters:
00:00 Introduction to Ethical Marketing and Belonging
02:41 The Importance of Integrity and Authenticity
05:33 Non-Manipulative Marketing Explained
08:37 Understanding Consumer Psychology
11:21 The Belong Framework: Building Trust and Connection
14:24 Navigating Brand Identity and Consumer Relationships
17:16 Empathy in Marketing: Overcoming Ego
20:01 The Role of Psychological Principles in Marketing
22:50 Ethical Practices in Marketing
25:38 Transforming Pain Points into Solutions
28:33 When to Seek Help in Marketing Strategy
31:29 Conclusion and Final Thoughts