Jan 25, 2015

The Emotional Spectrum of Branding


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How do you build a brand with soul? Today’s most successful companies have a story all their own and a distinctive personality that emanates across every touchpoint.

In the beginning of the strategy process, we often ask – if your brand were a person, or a celebrity, who would it be? Is it playful and positive, thoughtful or boisterous? We start by asking the human question. And when creating a product, or selling to a specific demographic, emotion inevitably comes into play. Whether you realize it or not, your brand has an emotional spectrum, one that can remain stagnant or be evolved and manipulated to meet the needs of a changing market.

Our purchase behavior always boils down to emotion. With your own brand in mind, when was the last time you took a hard look at the emotions that define your business? More than just understanding them, it’s about integrating this personality – your range of emotions – into your strategy, to create meaningful messages and products with permanence.

From a surface level, a brand’s emotions can be brought forward and most obviously seen through their existing visual identity. Color is frequently the crux for effective design and one of the key variables to eliciting a desired emotion. For a quick introduction to the psychology of color, have a look at this educational  infographic by Tofurious featuring some of the most iconic brands:

Tofurious Infographicimage via Tofurious

Stay tuned for more from the #BrandLove series this month.


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