Emotions + Branding

I’ve been thinking a lot about the power of emotion, lately.

Between the political climate and the upcoming holidays, emotions are getting stirred up. And it’s only human for us to want more of those that feel “good” and to avoid the ones that feel “bad". I’m learning to get more comfortable with my shadow emotions that feel negative, because pushing them out of sight doesn’t really solve anything. But when I stop and think about what they’re telling me I can own them and deal with whatever issue they raise. Sometimes they can even transform into a positive lesson.

Emotions play a massive role in branding. A brand’s effectiveness and authenticity is tested in the shadows, and the way they issues are addressed is often tested publicly. A solid brand strategy should bring up both positive and potentially negative market perceptions, with honest dialog about the most authentic way to manage issues. I find working with archetypes to be a great entry point to these discussions. Emotions are key to articulating the character makeup of the brand and target audience.

I find both clients and colleagues are really uncomfortable identifying and talking about the shadow aspects of identity. And its tempting to focus only on the aesthetic aspect of brand identity — to make it pretty and just get it checked off the to-do list. It’s common to see admitting challenges as admitting weakness. I think it’s a sign of strength and wisdom to fully know yourself, so that when the inevitable crisis hits your solutions come from a place of humility and authentic values. There’s nothing like corporate speak and spin to damage a brand reputation. We can all smell it a mile away.