The power of emotion in branding
People don’t remember what you say as a brand.
They remember how you make them feel. A brand isn’t your logo, font, colour palette or strapline. A brand is the gut feeling someone has when they think about your business or product. Your brand doesn’t live in brand guidelines or corporate brochures.
It lives in the hearts and minds of your audience. Your customers, your staff, your suppliers.
The fonts, colours and graphics we use are there to evoke an emotion. Branding is all about using these tools to suggest how we want to make someone feel.
So, how can the fonts and other materials we use evoke an emotion?
Imagine you're driving down a country lane and you come across this hand painted sign on a gate by a field.
You’d feel quite happy to buy your eggs here. You’d expect them to be fresh. You’d expect them to be organic.
You’d expect them to be reasonably priced. You’d expect that by purchasing them you’d be supporting the local farmer.
Now what if we kept the sign the same? The same wooden rustic feel. The same hand written font. The same piece of string attaching it to the fence.
But what if...
We change the wording?
Not so comfortable now right?
You’d expect the flying lessons to be cheap, but I certainly wouldn’t feel happy to book my flying lessons here.
The fonts we use, the materials and context set an expectation of what your experience with that brand is going to be.
So, when you're thinking about your brand, remember: it's not just about what you say, it's about how you make people feel.
Every element of your brand - from your logo to your customer service - should be carefully crafted to evoke the right emotions in your audience.
At Thrive Branding, we understand the power of emotion in building strong, memorable brands. We don't just create logos and colour schemes; we help you create experiences that resonate with your audience on a deeper level.
Ready to create a brand that truly connects with your audience? Let's work together to bring your brand to life.
