Learn your brand’s core emotion so that you can connect with more clients & build a business that’s true to you.
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Whether you’re hoping to DIY your brand & web design, or invest in a designer to create a one-of-a-kind brand for your business, you should understand what emotional branding is and how it can help you connect with clients on a deeper (& more consistent) level.
Emotion is such an integral part of every business whether you realize it or not. If you stop and think about any client that you’ve worked with in the past, especially those you loved working with, you probably connected on an emotional level.
Research shows that most of us make decisions emotionally first and then our brain comes up with a logical reason to justify those emotional decisions. So it makes sense that connecting emotionally with your potential clients is one of the most important aspects of building a thriving business.
If you can figure out how to connect emotionally with them, then you’ll be able to take potential clients and turn them into paying clients. You’ll be able to work with people who connect with you on a deeper level and you’ll be able to show up in your business to really serve your clients in a wholehearted way, in the best way you know possible.
Short answer: yes.
Long answer: that’s what we’re going to dive into you today.
Emotional branding is one of the cornerstones of my brand design experiences at Reux Design Co. My entire process has been honed over the past few years to target client’s and customer’s emotions so that the branding & web design can be effective, not only beautiful.
Branding is so much more than a logo. A lot of it is subconscious design that you don’t even realize when you look at a brand. But it connects with you on a certain deeper emotional level. And that’s what I want to chat about today.
I want to share how emotional branding can help you grow thriving business that truly connects with the people that you want to work with and can serve best.
Marc Gobé created the concept of emotional branding over 15 years ago. His philosophy is based on the observation that connections can take place on an emotional level in relationships between brands and people.
First, you have to know your core clients. Truly, and deeply. You have to know not just what they want to purchase, but their intrinsic drives as well.
Related reading: How defining your Ideal Clients can grow your business
I use a process called External, Internal, Emotional Problems for digging into these intrinsic drives. This is a process that I delve into even more deeply in my online course Designed to Connect, but I’ll the idea with you here.
This exercise helps get to the core of what your Soul-Aligned Client wants and how you can connect with them. You’ll identify their external problem, internal problem, and emotional problem as it relates to what you sell.
The external problem is what your potential client needs, the actual product or service.
The internal problem is the core desire that is motivating her purchase.
The emotional problem explains the core emotions she wants or currently has related to her purchase.
Example: A small shop owner, Jess, needs photos to use on their social media account & website.
Here is another example for a couple searching for a birth center.
Knowing the core desires and emotions of your potential clients is the best way to connect with them on a deeper, personal level.
There are three areas I suggest you can focus on, when getting started.
Weaving stories into your business, especially your website and marketing, is so important. People connect with stories. This is what will make a potential client see you as a person they want to work with, as opposed to a faceless business online. Keeping your core emotions in mind, what stories can you tell that showcase these emotions? Think about personal stories that led you to this work and stories from past clients.
Imagine a venn diagram with your personality mixed with the core emotional desires of your ideal client. What is the middle ground? How do these things overlap? Those details are personality that you can add to your brand. Maybe it’s a pop of bright color. Or some pattern or illustration that adds another element to your brand. Maybe it’s in your copywriting (bold + sassy) or your photos (earthy + grounded). Adding personality into your brand is another way to make your business feel relatable to your ideal client.
The most obvious, and my favorite, way to infuse your business with emotional branding is in the branding itself. Of course! Branding is so much more than your logo. If you’ve read my blog before you know that’s a cornerstone belief at Reux Design Co.
Your colors, your fonts, imagery, logo, website layout and more are aspects of your brand that work together to give your potential clients an experience, a feeling. Look at your current brand and ask yourself, “How does this feel? What’s the vibe?” If that doesn’t align with the emotions of your Ideal Clients, it’s probably time for an updated brand.
There is so much more to emotional branding than this! It affects every aspect of your business, from the brand strategy through designing your website. It’s the whole philosophy behind my course, Designed to Connect.
In that course, I dive deep and share my EXACT blueprint process for creating a brand that connects emotionally with your potential clients. The result? You’ll have a brand that books high-value, dreamy clients all that time. And a thriving business so you can do more of what you love.
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