Brands Have Feelings Too

A string of lightbulbs lighting up a dark room

You may be familiar with the quote from Maya Angelou, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Feel is the keyword there. It taps into that emotional part of ourselves, that unexplainable and uncontrollable component of the human being. When it comes to marketing and communication strategies, this is the core you want to hit. You want to tap into one’s emotional self–because after all: “people will never forget how you made them feel”. Emotions are where impressions are made, and you need many and many impressions in order for your brand to stick with people and persuade them to take action.

What are some examples where emotion plays a role?

  • Have you ever purchased the latest fashion trend at a big brand name store because youfeel it will make you a more confident person in those clothes?
  • Have you ever signed up for a rewards program because the sales pitch made you feel like you were cared for with your saving interests in mind?
  • Have you ever bought a food product simply because it had the word “organic” or “low fat” on the front of it because it made you feel like it was a healthier alternative than the product next to it?

Most often our buying decisions are made through our emotions. As you build your own company brand, emotions need to be kept in mind. You want your audience to have a positive experience with your brand, one they will remember and share with others as brand advocates. The greatest parts of your brand are the intangible elements, like emotional impact.

To revisit Maya Angelou’s quote above as it relates to brand: “People will never forget how [your brand] made them feel.” Ensure your brand is providing an experience your audience will want to return to time and time again.

Takeaway: People have emotions about your brand. Ensure your brand experience is worth them revisiting and sharing with others.

Action Steps: Use emotions as a measurement to see if your brand is on track with the experience you want your brand to reflect.

  • Ask for feedback from your audience to assess how they feel about your brand. Are their feelings aligned with what you want your brand to represent?
  • Revisit your company’s messaging and communication tactics and identify the emotions associated with them. Are they consistent and relevant with what you want your brand to represent?
“When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion.”
– Dale Carnegie –
Founder of Creative Seed, Maria Gosur is a designer, developer, entrepreneur, and educator who loves to learn, grow, inspire, succeed, and help others do the same.

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