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  • Writer's pictureShaylyn Goard

Infusing Emotion into Your Brand (Because Emotion Sells!)

Updated: May 10

Did you know that a whopping 90% of the decisions we make are influenced by our emotions? Yes, you read that right – 90%! It's a staggering statistic that underscores just how crucial emotion is in driving our actions and choices.

As someone deeply entrenched in the world of branding and visual storytelling, I find this fact not just fascinating, but empowering. In a world where our minds are bombarded with information every single second, harnessing the power of emotion and storytelling becomes not just a strategy, but a necessity.

Think about it: our brains crave narratives. They help us make sense of the chaos, organize information, and, perhaps most importantly, remember it. As an actor, I've long understood the profound impact of storytelling on human behavior. And as a photographer, I've witnessed firsthand how visual storytelling can transform a brand. And as brand designer, I've seen how intentional design leverages your narrative for a strong identity, leading to more profit.

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Your brand isn't just a logo or a tagline – it's a story waiting to be told. It's the essence of who you are, what you stand for, and why you do what you do. And in a world where authenticity reigns supreme, there's never been a better time to leverage your unique story to captivate your audience.

By infusing emotion and narrative into your brand, you're not just selling a product or service – you're inviting people into a story. You're creating connections, sparking conversations, and fostering relationships built on trust and authenticity. But how do you tap into that?? Check it out:

Action Step 1: Reflect on Your Brand Story Take some time to reflect on your brand's story. What inspired you to start your business? What values drive your decisions? Write down key elements of your story that you want to communicate to your audience.

Action Step 2: Identify Emotional Touchpoints Think about the emotional touchpoints in your brand story. These are moments or experiences that evoke specific emotions in your audience. Identify these touchpoints and consider how you can leverage them to create a deeper connection with your audience.

Action Step 3: Infuse Emotion into Your Visuals Once you've identified your brand story and emotional touchpoints, it's time to bring them to life through visuals. Whether it's your logo, website design, or social media content, infuse elements of your brand story and emotions into your visuals to create a cohesive and compelling brand identity.

Action Step 4: Share Your Story Authentically Finally, don't be afraid to share your story authentically with your audience. Whether it's through blog posts, social media captions, or videos, let your audience into the heart and soul of your brand. Authenticity breeds connection, so be genuine and transparent in sharing your story.

So, what's your story? What's your "why"? And how can you use it to leave a lasting impression on your audience? As a branding expert, I'm here to help you answer those questions and more. Together, we'll craft a visual narrative that not only resonates with your audience but compels them to take action.

Rooting for you always,

brand designer, small business brand designer, logo design,


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