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Emotional Connections Build Strong Brands

Think of a brand … a brand that you relate to and feel connected to.

(No, it doesn’t necessarily have to be the “name brand” that is ‘so hot right now’! Think of a brand that you can relate to on a personal level.)  

Have you ever stopped to wonder why it is that you have a connection to that particular brand? Well, if you think about the reasons why you choose certain people in your life, it is generally because you have an undeniable connection with them, are drawn to them and there is emotion involved. It is exactly the same with a brand connection! Brands, just like humans, have personalities. A brand with a brilliant personality will evoke emotion in people and create a connection that will ensure that it stands out from the rest.

Now, what are the different sides to a brand personality?

Brand Voice & Tone

Your brand needs to be unique and the first way to convey this is through the language and tone that is utilised throughout all your brand identity elements. Whether it’s fun and quirky or a little more serious, make sure the character of your brand is that much clearer than your competitor’s.

Visual Style

NB: People remember visuals! A brand’s look and feel is what really impacts on people’s emotions. It is therefore essential to ensure the execution of style and colour to convey and evoke the right emotions.

Brand Essence

A brand’s essence is fundamentally the heart and soul of a brand. So, ask yourself: What does your brand actually mean? What does it stand for? Your answers will form the basis of your brand’s essence that will pump out emotion as the heartbeat of your brand.

Brand Culture Statement

As Earl Nightingale says, “What’s going on in the inside, shows on the outside.” The culture of your brand, if lived and understood properly internally, will be clear for people to see externally. If you are transparent about your brand’s culture it will be easier for customers to really appreciate your motivations behind everything you do.


If your brand is inconsistent it will not be remembered. People are far more likely to trust a brand that is consistent. It is therefore important to remember that what you portray externally as your brand will be what people will believe to be happening internally. Quite simply, consistency creates loyalty.