Why Brands Need to Feel: The Emotional Connection in Branding
When Captain Chesley “Sully” Sullenberger safely landed US Airways Flight 1549 on the Hudson River in 2009, saving all 155 passengers on board, he became a modern hero. Sully, a man known for his methodical and rational demeanor, later reflected that his ability to handle such an extraordinary situation was deeply rooted in something less tangible than pure logic. He said, “The emotional resilience and connection I’ve built over my life helped me rise to the occasion that day.” Sully’s words underline a universal truth: emotions are at the core of human connection, and the most impactful decisions often stem from them, not just reason.
This principle extends far beyond heroics and emergencies. It resonates profoundly in the world of branding. In a world inundated with choices, brands that forge emotional connections stand out, fostering loyalty and trust. As Brené Brown, a contemporary researcher on human connection, puts it: “People are wired for story,” and stories are inherently emotional. Brands that understand this truth thrive in ways others cannot.
Why Emotions Are Hard to Know and Manage
Despite their fundamental importance, emotions are notoriously difficult to understand and manage — both for individuals and for brands. Historically, society has often prioritized logic and reason over emotion. The Enlightenment era, for instance, elevated rationality as the hallmark of human progress, while emotions were relegated to the realm of the irrational and uncontrollable. This cultural bias still lingers, making it challenging for many people to embrace or even recognize the value of emotions.
For brands, the obstacles are even greater. Organizations tend to operate within frameworks of metrics, data, and profitability — domains where emotions can seem intangible and hard to quantify. Additionally, brands often fear being perceived as vulnerable or overly sentimental, worrying this could alienate their audiences. These challenges lead many brands to shy away from emotional messaging, missing out on its transformative power.
Moreover, emotions are complex and multifaceted. People rarely feel one emotion in isolation; instead, they experience a layered mix that can include joy, fear, pride, and doubt all at once. For brands, understanding and navigating this intricate landscape requires deep empathy and a willingness to engage in meaningful dialogue with their audience.
The Dove Effect: When Brands Address Real Emotional Needs
Consider Dove’s iconic “Real Beauty” campaign. Launched in 2004, it was not just an advertising success; it became a cultural phenomenon. Dove tackled the issue of self-esteem, particularly among women and young girls, in a world where beauty standards are relentlessly unattainable. The campaign highlighted the devastating statistic from a recent study: 70% of girls aged 10–17 believe they are not good enough in some way, including their appearance, intelligence, or relationships. By showing real, unedited women and celebrating diverse beauty, Dove didn’t just sell soap — it championed a movement.
The result? Dove transformed its brand into a trusted ally, one that feels deeply attuned to the emotional needs of its audience. The company’s sales increased significantly, proving that emotional resonance can translate into tangible business success.
When Brands Miss the Mark
On the flip side, consider brands that fail to tap into emotions. A prominent example is the infamous Pepsi ad featuring Kendall Jenner. The ad, which attempted to align the brand with social justice movements, was widely criticized for trivializing serious societal issues. The backlash was swift and fierce, as audiences perceived it as an inauthentic attempt to hijack emotions for profit. This disconnect led not only to reputational damage but also to a stark reminder: authenticity and emotional depth are non-negotiable.
Emotional Layering: Understanding Your Audience
The success of brands like Dove and the failure of campaigns like Pepsi’s underscore the importance of understanding your audience’s emotional layers. These layers encompass:
Core Needs: What fundamental desires or fears drive your audience? (e.g., acceptance, security, self-expression)
Contextual Influences: What societal or cultural trends shape their emotions? (e.g., rising mental health awareness, climate anxiety)
Personal Triggers: What individual experiences resonate with your message? (e.g., a mother’s concern for her child’s self-esteem)
Knowing these layers allows brands to craft messaging that doesn’t just appeal to the intellect but tugs at the heartstrings.
My Work: HAE and the Emotional Power of Place
In my work with HAE, a Swiss brand specializing in outdoor clothing, the importance of emotional connection became a cornerstone of their branding strategy. HAE’s founder’s story is deeply human and authentic: the first HAE beanies were handmade during a trip to California, inspired by the joy of snowboarding and exploring the outdoors. While outdoor activities like snowboarding have become increasingly popular, for HAE, it was essential to capture their unique sense of place in their branding.
HAE’s roots are in Valais, Switzerland — a region known for its breathtaking alpine landscapes and tight-knit community. The founders literally knew the first users of their products, and this personal connection to the people of the valley became a key focus in their brand development. The strategy we crafted emphasized HAE’s commitment to its origins, ensuring that the brand resonated emotionally with the residents of Valais. By celebrating their heritage and community, HAE transformed from just another outdoor brand into a symbol of local pride and authenticity.
How Brands Can Connect Emotionally
So, how can brands build emotional bridges with their audiences? Here are actionable steps:
Listen Intently: Use tools like social listening, focus groups, and surveys to understand the emotional climate of your audience. Pay attention to the words they use and the stories they tell.
Tell Authentic Stories: Share real, relatable stories that align with your brand values. Patagonia’s commitment to environmental sustainability, for example, resonates deeply with eco-conscious consumers.
Champion a Cause: Align with causes that matter to your audience. For instance, TOMS Shoes’ “One for One” campaign — donating a pair of shoes for every pair purchased — created a sense of shared purpose with its customers.
Embrace Vulnerability: Don’t be afraid to show your brand’s humanity. Apologies for mistakes, behind-the-scenes glimpses, or messages of solidarity in challenging times build trust and relatability.
Engage Continually: Emotional connection isn’t a one-time achievement. It requires consistent engagement. Use social media, personalized experiences, and content marketing to nurture the bond over time.
Conclusion
In a hyper-competitive marketplace, logic and reason may get your foot in the door, but emotions are what keep you there. The most enduring brands aren’t those with the flashiest campaigns or the biggest budgets — they’re the ones that make us feel understood, valued, and inspired. Just as Sully’s emotional resilience underpinned his heroics, a brand’s emotional intelligence is the foundation of its lasting impact. Because at the end of the day, great brands don’t just sell products; they build connections.
If you want to learn more about how to create emotionally aware brands, join my workshop: Purpose-Driven Brand Strategy: Align Brand, Strategy, and Business. 4-Week Online course