Walking on water, parting the seas, but also overcoming other laws of nature – this is just a small selection from the repertoire of saints. They also protect us from serious disasters or minor accidents, the list of positive qualities is practically endless.

Saints are special individuals who have a firm place in our history, in our cultures and in the various religions. They are honoured, places and monuments are dedicated to them and for many people they are an important part of their faith and daily life.

Today’s companies and email marketers, on the other hand, work with clear strategies and facts to achieve their goals. However, they also benefit from a good reputation that precedes them, just like saints. We are talking about the so-called “Halo Effect”, which also plays an important role in marketing and which will be the subject of this article.

From Nimbus to Halo

In the history of various cultures, holy figures are and have been an integral part of all aspects of religious life, and of course in art too. In order to depict power or divinity in ancient art, the so-called nimbus was used, which is Latin for “cloud”. This cloud, which surrounds the corresponding person or head in a depiction, was interpreted as a sign of enlightenment, power and divinity. In Christian iconography, the circumference of the nimbus became smaller over time until it was only depicted as a circular disc, as a system of several concentric circles or as a ring located behind or above the person’s head. This gave birth to the so-called halo.

The Halo and its Perception

The current significance of a halo is of a cultural and spiritual nature. The original depiction of deities or saints in painting has deeply influenced us as humans, resulting in a certain expectation and perception.

Generally speaking, the halo effect is a psychological phenomenon in which the characteristics of a person, or even an object, are assessed more positively than is actually the case in reality. Neutral and negative characteristics are largely or completely faded out.

The term “halo” thus refers metaphorically to the halo of saints or clergymen, as they are also attributed exclusively positive traits.

The Halo Effect in Marketing

With the halo, the reputation precedes it, so it must be a saint. If you transfer this to the professional environment of companies, the same impression should be created when making an initial assessment of a company or brand. Here, too, it is ideal to leave a positive first impression, which allows the desired conclusions to be drawn about the quality of the company or promotes it in a targeted manner. A positive evaluation is always the goal of all endeavours.

Halo effect for branding and marketing strategies

Conveying a positive impression is the top priority for a brand and the associated marketing strategies and is of course self-evident, this is in the nature of things, and therefore the halo effect naturally also plays an important role. Its role in branding and in the development of marketing strategies is therefore important, for a number of reasons.

  1. Positive associations: With the help of the halo effect, individual positive characteristics of a brand can be transferred to the overall brand image. If customers are familiar with a single particularly positive characteristic of the brand, they tend to transfer this positivity to the entire brand, the overall impression improves and the perceived value of the brand increases.
  2. Building trust: Through the halo effect, a brand can build trust by spreading positive emotions and experiences through its actions. Customers are more likely to trust a brand that already has positive associations.
  3. Recognition and loyalty: Positive experiences with a brand due to the halo effect lead to strong recognition and loyalty from customers. They will tend to remain loyal to the brand and recommend it to others.
  4. Competitive advantage: Brands that use the halo effect skilfully can gain a competitive advantage and leave competitors behind.

Building the halo effect with Email Marketing

The positive effects on brands and companies are undoubtedly very tempting, but how is it possible to create this desired effect with the help of email marketing? Let’s look at some possibilities

  1. Social Proof and Testimonials: Positive reviews and feedback from customers is always helpful, but if these are also presented to potential customers, this can significantly improve the perception of the company or brand.
  2. Professional and high quality presentation: Every point of contact between the company and the outside world should fulfil a high standard. This applies to communication, such as texts, documents, all graphics and other materials and content.
  3. Professional way of working: Just as important as the documents already mentioned is a professional way of working, especially in direct contact with customers. An ideal example of this is prompt feedback on incoming e-mails or support enquiries.
  4. Improved customer experience: Every interaction with the brand is a piece of the puzzle. Finding innovative ways to stand out from the competition can make all the difference.
  5. Focus on strengths: Repeated emphasis and focus on the company’s strengths supports a more positive perception.
  6. Focus on core messages and core products: Core products of high quality and performance should always serve as a driving force to build a strong brand. These can then be used to position other products or product groups on the market.
  7. Emotional connection to the customer: It is always important to appeal to the customer or reader on an emotional level. Even today, it is not always just hard facts that count, instead emotions have an equally strong influence on the purchase decision.
  8. Unified brand message: Only a clear and unambiguous brand message can actually convince potential customers and readers. Contradictory statements lead to confusion and can quickly shatter a positive impression.


As so often in marketing, or of course in email marketing, psychology plays an important role, because ultimately it is about influencing the perception of people, customers and consumers and putting your own company or brand in the ideal light. The halo effect is an important and powerful tool in today’s marketing world, and practically every company can benefit from its effects – including yours!