When people buy T-shirts just for the logo on it, it shows how much people care for that brand – and is another source of revenue for the company.
Naming is one of the most important parts of a branding strategy.
A designer’s best asset is not the ability to be brand specialists, but their instinct to see the interconnectedness of the world in a humanistic way.
Emotional strategies based on a sincere promise cost less than others, since you build a loyalty with your guests that helps to avoid larger communications dollars.
The truth builds people’s loyalty.
It is one thing to create an emotional identity, and another to deliver on the promise of the identity.
Sometimes consumers want to save the planet; other times they want to selfishly show their discerning taste through ‘status’ symbols or buying an outrageous luxury brand.
Design is the glue between people and corporations.
But brands can sometimes give splintered messages and forgettable offerings that don’t excite people.
Between advertising, packaging, product design, public relations, Web communication, and the look and feel of their company’s workspaces, every message must fit together;
nothing can be left to interpretation.
Emotional identities start with a well-communicated personal dream.
How can you make people dream if you are not a dreamer yourself?
Advertising should be uplifting and provide a positive experience.
It should enhance instead of detract.
What we project onto a drawing or symbol is what we see in our own minds. It allows our imagination to engage in a deeper way as our mind is stimulated.
Understanding major shifts in the way people relate to brands is a critical step in comprehending the public.
People gravitate toward brands that speak to them in a very clear, honest, and uplifting fashion.
Brands have become a source of reference, a visual, verbal, sensoral language that helps to communicate our feelings, beliefs, and emotions.
People will go a long way to get the brands they love.
Branding has become culturally connected.
From the naming of the company to the tone of the advertising and the flair of a retail space or Web site, a brand’s emotional personality must reflect a tight set of emotional values deployed in a consistent way.
Consumers need to find brands that will help them experience and express their emotions sometimes in contradictory ways.
When brands are copycats of each other, they do not represent the vast array of emotions people want and need to experience.
Then there is a rejection of the ‘expected’ until new ideas appear in the marketplace.
Therefore, brands need to be very clear about which emotions they want to emulate, since that clarity will be a huge competitive point of difference.
The construct of an emotional identity is being able to define a brand’s two or three dominant emotions and their order of importance.
There is a serious commitment that needs to be made when building emotional brands.
Don’t go there if you are not ready for a commitment.
Emotions can be volatile and powerful, particularly when trust is broken.
Change needs to be ‘inside-out.’
Since emotions are so potent, it is important to handle them carefully when trying to create an emotionalized brand strategy.
Emotions can make or break a brand, and once a mistake is made and you have an explosion, it can be very difficult to put the pieces back together.
The stronger the emotional territory, the longer the brand impact will be – for better or worse.
A person who prefers a preppy classical look might be a big fan of rap artists or find a safe emotional digression in rap that allows him or her to express a rebellious side.
In the nuances of a brand personality people find personal meanings.
We don’t need totally new products so much as we need better and more relevant design for existing products that have otherwise already proven themselves.