What’s In Your Emotional Brand?
Photographers and other commercial artists often ask me “What makes my brand emotional?” I answer “It’s simple, it’s the feeling your brand evokes” Think about it, when we were younger we learned about all of the senses:
Now that we are older and the world has evolved. Scientists have added new senses like: hunger, pain, and thirst, to name a few. As business people where does body language fit into our sensory visions? Everything we touch, see, smell, hear, or taste creates a memory of what we have done. A brand is no different. The senses we use to view a brand and interpret how they made us feel is what makes it emotional. It’s how we feel when we hear, see, smell, taste, or touch a product or service we encounter on a daily basis. Everyday hundreds (if not millions) of brands are put in front of our senses. The way we interpret them and re-register them in our memory is emotional. Having a good or bad customer service experience with a company will imprint your senses and lend a helping hand to the “emotional brand” of that company.
Have you ever walked down a street and smelled something that immediately brought you back in time to a particular place and time, a feeling? That is our olfactory bulb. A part of the limbic system that connects smell to memory (yes, before I learned I was a sales/marketing guru I studied things). Our other senses work the same way. They connect to our sensory system and get interpreted in our minds.
Here’s a short list of some Emotional Brand examples:
- Driving a JEEP (this could work with any other awesome four-wheel drive convertible)
- Quenching your thirst on a hot day with Arnold Palmer Half & Half
- Going to California…. not the song!
- Running your fingers along the fretboard of a Les Paul
- Sitting on the train and someone near is eating pizza
- Slipping into your favorite jeans
- Camping in the mountains
- Surfing in the green room
- Dancing to that perfect song
- Hearing bagpipes whaling in the distance
Each of these experiences (or think of your own, it’s easy!) make you feel a certain way about something. Our sensory system is a marketers dream come true! It allows us to connect each sense we have with something. That something is usually a brand. Now what is your emotional brand saying to your market?