Hey entrepreneur friends! I was so happy with the big response to my last branding post about establishing your brand. So today, I’m excited to share more on how to improve your business’s brand and marketing. Specifically, I am sharing some insight on how to evoke emotion with your brand.

When many small business owners think of improving their branding, they focus on increasing logo usage, signifying guidelines, or improving consistency. These are all great starting points, and I highly advise having a plan for each of these categories. However, many business owners forget about one of my favorite branding points: emotions.

If you think back to any memorable or captivating advertisement or commercial, you likely had an emotional connection to it. For me, I think of Proctor and Gamble’s Olympic Commercials. Their most recent commercial, Thank You, Mom, tugged on my heart strings. When I watched this commercial, I felt a connection or link to this company because it stirred my sentimental emotions. I felt like they “knew me.” This commercial was SO much more effective because they evoked my emotion. They didn’t just state facts about how olympians use P&G products or how moms love P&G. No, they focused on the emotional side of their customers, and if you’re like me, I’m sure you will agree they succeeded.

If you’re a small business owner and you’re dreaming of your customers feeling understood, I strongly encourage you to think about the emotional side of your branding and messaging.

Ask these questions to yourself:
1. What does a customer feel when they look at my brand?
2. What does a customers feel when they hear my voice, read my content, or see my work?

These aren’t easy to decipher. P&G has been a national brand for generations. Their work and understanding of their customers did not happen overnight. Don’t let this truth discourage you. If you’re ready for your customers to say that you “get them” that you “know what they’re feeling,” you’ve got to start today.

I wish you the best of luck in adding this extra punch to your marketing plan. Not sure how to apply these tips to your business and looking for a more guided approach? Send me a message via my contact form to learn more about my one-on-one marketing consultation services.

xoxo,