This might be a short little post about the power of emotion and why it is, at least to me, the only real factor when it comes down to branding. I feel this way because consumers are people, and people, most of them…feel.
The largest determining factor for me when I buy something or connect with someone is always how I feel.
Our emotions fuel every small and large decision we make. I mean, yes rational thinking comes into play, but when you feel strongly for something…sooner or later it’s going to win you over. Emotion is a beautiful thing, it starts relationships, builds communities and brings people together in acts of humanity.
When we begin branding we play around with our colour choices, logo design and tag-line. We have fun thinking of content ideas and mapping out the structure of our business, blog or You-Tube Channel. We take the time to break down our social media pages and make sure they look cute and polished. If for a single minute we forget about who we’re trying to bring value too with our product, service or content then we have done a great disservice to the consumer and to ourselves.
How people feel when they see you, your content, your product, or after they use your service should be the single most important thing in your mind while you are combing through your social media or creating a logo.
Without evoking emotion you cannot create an actual connection with someone…and isn’t that what you want to do after all?
It is wildly important to remember that behind every screen there is a human being. On the other side of that LinkedIn account there is a real human being typing out a real and often emotional response.
Branding the right way means having respect for the human being behind the technology, and truly connecting on that human level.
So how do you create a deeper connection?
Have empathy for the consumer.
Do your market research.
Support your community 100%.
Give them something worth their time and energy.
Put yourself in their shoes.
Be honest, open, relatable, vulnerable and real.