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When talking about Emotional Equity within a business and its audience we use Ethos, Pathos and Logos to create an emotional value for the people that use your buinesses services. The point of creating this value is to encourage word of mouth conversations, brand loyalty and engagments.

Emotional Equity is the emotional connection behind a business. Individual sales reps create this equity when they interact with people face to face, and companies can create this when they post blogs and social media updates on things they are doing to interact with their community. Since we know that people want to relate to something; the easiest way to have a consumer relate to your product is to increase the emotional equity within each community of influence.