Branding is more than a logo or a tagline; it’s how people feel about your brand. Think about the way Apple communicates luxury, simplicity, and innovation, or how Nike captures the drive and spirit of perseverance.
These brands evoke emotions that connect with their audience on a personal level, creating long-lasting bonds that go beyond the product. They know the secret: to truly connect with an audience, you must make them feel something.
This blog post dives into one key question every brand needs to ask before developing a branding strategy. Do you want to build a brand people love? If yes, keep reading!
Why Emotional Resonance Matters in Branding
Creating a brand strategy isn’t just about standing out or looking good—it’s about forming connections that make your audience feel something real and memorable. Emotional resonance in branding is the reason why some brands inspire loyalty for years, while others are forgotten the moment we scroll past them.
When a brand strikes an emotional chord, it goes from being a mere product to a part of people’s lives. A brand that resonates emotionally gives people a reason to remember it.
Think of how brands like Coca-Cola make us associate their product with joy and sharing, or how Airbnb makes us feel adventurous and at home in foreign places. Emotional connection transforms customers into advocates, willing to invest in more than just a product but in an experience, a story, and a vision.
So, here’s the critical question to ask yourself before setting out on a branding journey: “How can you make your brand emotionally resonate with your audience?”
Case Study: Wealthsimple’s Approach to Emotional Branding
A great example of emotional branding is Wealthsimple, a Canadian online investment management service that has mastered the art of connection. Instead of traditional financial advice, Wealthsimple has taken a different approach by telling stories that feel human and relatable.
Mike Giepert, Wealthsimple’s executive creative director, put it perfectly in an interview with Skyword,
“We want to build a brand that people identify with, maybe even fall in love with. You can’t create a company that truly democratizes wealth if no one wants to use it.”
Through its blog series, Money Diaries, Wealthsimple gives us a peek into the real, often messy lives of people handling money, including big names like Kim Kardashian and David Sedaris.
Rather than hiding behind polished advertising, they invite us to see the unvarnished truth of people’s financial lives, making the subject of money feel approachable and human.
Moving Beyond Functionality: Creating Stories That Matter
Many brands make the mistake of centering their strategy on “how” they do things—how their product works, how it’s better than competitors, how it solves a particular problem.
While these points are important, they don’t inspire loyalty or passion. What builds that connection is the why behind the brand. Why does your brand exist? Why should people care?
Wealthsimple’s Money Diaries doesn’t just talk about managing money; it tells stories about the financial struggles, triumphs, and insecurities we all share. These stories make customers feel less alone in a world where finances can be intimidating. By sharing real-life experiences, Wealthsimple goes beyond being a service provider and becomes a relatable, trusted guide.
Practical Tips: Making Your Brand Emotionally Engaging
Ready to make your brand resonate emotionally? Here are some practical steps to help you get started:
- Define your brand’s “why”: Look at the deeper purpose behind your product or service. What do you want people to feel when they think of your brand? Your “why” is the emotional anchor that gives your audience a reason to care.
- Tell real stories: Instead of focusing solely on the benefits of your product, share stories of how your brand impacts people’s lives. These could be customer testimonials, founder journeys, or insights from within your industry. Keep it human and relatable.
- Create content that adds value: Consider creating content that educates or entertains your audience, giving them a reason to engage beyond just buying something. Wealthsimple’s blogs don’t just promote products; they provide readers with meaningful, insightful, and often funny stories about real financial challenges.
- Speak your audience’s language: Use a tone that reflects your brand’s personality and resonates with your target audience. If your brand is casual and youthful, a conversational tone might work best. For professional and trustworthy, adopt a tone that builds credibility.
Rounding Up
Before diving into design elements or catchy slogans, pause and ask yourself: How can you make your brand emotionally resonate with your audience? This question will challenge you to think beyond the surface, helping you create a brand strategy that feels genuine, impactful, and human. When people feel connected to your brand, they’re more likely to stick with you, trust you, and, ultimately, advocate for you.
Ready to Build a Memorable Brand?
If you want to build a brand people love, you must remember that it isn’t just about crafting a catchy campaign—it’s about building a story that matters. If you’re ready to go beyond conventional content and craft a brand narrative that captures hearts and minds, I’d love to help. Let’s create stories that resonate, provide value, and position your brand as a leader in the digital space.
Send me a message on LinkedIn, and let’s start building your brand’s story.
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