BRANDING & EMOTIONAL

CONNECTION
WHAT A BRAND IS NOT
WHAT A BRAND IS NOT
WHAT A BRAND IS NOT
WHAT A BRAND IS NOT
WHAT A BRAND IS NOT
WHAT A BRAND IS NOT
WHAT A BRAND IS NOT
/ WHAT A BRAND IS NOT

corporate
name tagline logo
colors

press social
website advertising
releases media
BRANDING ≠ DESIGN
WHAT A BRAND IS
WHAT A BRAND IS
WHAT A BRAND IS
WHAT A BRAND IS
WHAT A BRAND IS
WHAT A BRAND IS
WHAT A BRAND IS
/ WHAT A BRAND IS
EMOTION

BRAND

ENGAGEMENT EXPECTATION
/ WHAT A BRAND IS

A brand exists in the hearts & minds of customers. It’s an

intangible set of associations wrapped around a given set
of products or a services.

Brands are the believes or feelings associated with an

organisation or company.
/ WHAT A BRAND IS

Great branding is the most powerful currency a company

can have — your single-greatest competitive advantage.

People purchase products because of a story, an

emotional connection they feel with a brand.
WHAT MAKES A BRAND MEMORABLE?
WHAT MAKES A BRAND MEMORABLE?
WHAT MAKES A BRAND MEMORABLE?
WHAT MAKES A BRAND MEMORABLE?
WHAT MAKES A BRAND MEMORABLE?
WHAT MAKES A BRAND MEMORABLE?
WHAT MAKES A BRAND MEMORABLE?
/ WHAT MAKES A BRAND MEMORABLE

A memorable brand presents a new perspective, a new future, a

new reality that people can envision for themselves.

A memorable brand makes you FEEL – and that feeling is even

more important than your product or service.
performance design innovation
 unconventional
passion nerdiness
creativity
WHY EMOTIONAL BRANDING?
WHY EMOTIONAL BRANDING?
WHY EMOTIONAL BRANDING?
WHY EMOTIONAL BRANDING?
WHY EMOTIONAL BRANDING?
WHY EMOTIONAL BRANDING?
WHY EMOTIONAL BRANDING?
“ People don’t buy for logical reasons;
they buy for emotional reasons.”
Zig Ziglar
/ WHAT MAKES A BRAND MEMORABLE

Humans are built for connection.

We tend to personify things, including brands.

As a business or brand, leveraging your brand’s personality
is the best way to create a connection that speaks to your
target audience.
/ WHAT MAKES A BRAND MEMORABLE

Creating a deep emotional connection with your customers and

earning their strong positive attitude toward your brand is a result
of the empathy infused between you and them.
Purely emotional content performs twice as well

31% vs. 16%

compared to those with only rational content.

This is the power of emotional marketing.