Feeeeeelings…nothing more than feelings…

Why is it important to evoke feelings in your branding?

Understanding the importance of evoking emotions in branding is crucial for creating impactful and successful brand experiences. Emotions play the most significant role in the decision-making process, and it is in the limbic system of the brain where these emotions and purchasing decisions are closely linked.

What the heck does that mean? Well, the limbic system is a set of brain structures responsible for processing emotions, memories, and motivations. One key component of the limbic system is the amygdala, which plays a pivotal role in emotional processing. It helps individuals associate emotions with experiences, memories, and yes friends, even brands.

When it comes to branding, tapping into the emotional power of the amygdala can have a major impact on how consumers perceive and connect with a brand. By triggering specific emotions, we can create a lasting impression and build a deeper relationship with our audience.

Gotcha, but how do we do that? 🤷‍♂️

Bonus step one trick (from your friendly Brand Strategist here): The first question to ask is this: What are the negative connotations and stereotypes you may be working against in your industry. For instance, a tax advisory business may have emotional connotations of dullness, intimidation, difficulty, boringness, dread, obligation (and in my personal past, maybe some expletives in there too!). So as we design the branding, we focus on the feelings we want people to have at the end of an amazing experience with your business instead: ease, burden-lifted, empowered, free, hopeful. Now we have a big chunk of the foundation set for our design approach. (See the actual case study below).

All in the details

Now, how do we the conjure up feelings with design? Well, It is in those itty-bitty details friends. Let’s dive into the magical elements that make your brand come alive! 💫

Carefully selected fonts and colour palettes speak volumes about your brand’s personality. Choose fonts that flow gracefully across your logo and website, and colours that captivate. Energetic or soothing? Punchy or graceful? Remember, every stroke and shade tells a story. When designing a logo, every bit of curvature, line thickness, and symbolism plays a part.

But of course there’s more. Your brand’s tone of voice also sets the stage for meaningful connections. Are you aiming for a playful and quirky approach, or a calm and professional demeanor? Speak in a way that resonates with your audience, allowing them to feel connected, heard and engaged. And absolutely, consistency is key here. Ensure your tone of voice stays the same throughout all marketing touchpoints. Hiring a copywriter can be an invaluable investment here.

And let’s not forget about imagery! Whether it’s captivating visuals or thoughtfully crafted illustrations, your images can speak volumes and transport your audience to a world where your brand flourishes. Keep those desired feelings that you want to evoke in the forefront of your mind when thinking about social media photography, Instagram stories or website images.

Case study – Gariwerd Advisory

So, let’s go back to our tax advisory case study. Of course, we take many more considerations into the design (target market, audience persona, competitor analysis), but let’s break it down simply. In this case, my client, Gariwerd Advisory, wanted to touch on the location of the new business (a natural area adjacent a significant National Park). This was a point of difference and worth highlighting, so we used local imagery and incorporated subtle leaf shapes in the icon. We chose a bright, energetic, happy colour as the main colour, and offset it with neutrals to make it pop. In an industry of blues and greens, this increases memorability. We softened the edges of the logomark (icon) to evoke a friendlier feel and entwined the G and A as a gesture of support, cooperation and “in it together”-ness. Each element is subtle but purposeful.

What does emotional branding actually do for my biz?

Here are a few reasons why conjuring up feelings and emotions in branding is important:

1. Building Trust: Emotions play a vital role in building trust and loyalty. When consumers feel a positive emotional connection with a brand, they are more likely to trust it and become loyal customers. Emotionally engaged customers also tend to become brand advocates, sharing their positive experiences with others.
   
2. Memory and Recall: Emotions are closely linked to memory and recall. Brands that evoke strong emotions are more likely to be remembered and recognized by consumers. A powerful emotional experience can create a lasting memory, making it more likely that customers will recall the brand when making a purchasing decision.
   
3. Influencing Decision-Making: Studies have shown that emotions are the key drivers in decision-making, even moreso than rational thinking. When brands tap into consumers’ emotions, they can influence their purchasing decisions on a subconscious level. By creating positive emotional associations with a brand, you can increase the likelihood of consumers choosing your product or service.
   
4. Brand Differentiation: In a crowded marketplace, emotions can set a brand apart from its competitors. By establishing an emotional connection, you can create a distinct brand identity that resonates with your target audience. This emotional bond becomes a significant factor in their decision-making process.
   
5. Creating Meaningful Experiences: Emotional branding allows you to create truly meaningful experiences for your audience. By understanding their needs, desires, and aspirations, you can design brand experiences and services that align with their emotions. (Think of the last time you had phenomenal customer service). When customers feel understood and valued, they are more likely to engage with your brand on a deeper level.

Positive emotional associations

Conjuring up feelings and emotions in branding is vital for creating a strong brand identity and forging meaningful connections with your audience. By appealing to the good ol’ limbic system of the brain, you can tap into the emotional drivers that influence purchasing decisions. By creating positive emotional associations and experiences, you can differentiate your brand, build trust, and ultimately drive customer loyalty.

If you are ready to empower your business with highly crafted branding design or website design and think we could be a good team, I’d love to chat! Head here to enquire about working with me! Are you looking for more branding punch? Check out my post on the 5 C’s of powerfully branding your business.