Emotion by Design

How do you make people love your brand? By creating emotional connections that turn customers into advocates.

1. Build Emotional Connections Through Empathy and Curiosity

Connecting with your customers means understanding their feelings and needs through empathy. By seeing the world from their perspective, you can design experiences that speak to them deeply. Beyond empathy, curiosity drives you to seek fresh inspiration outside typical environments, fueling creativity.

Empathy allows you to uncover perspectives you wouldn’t ordinarily think of, strengthening your ability to tell meaningful stories. To build empathy, assembling a diverse team is key. Varied perspectives from people of different backgrounds enrich your understanding of customers and enhance your messaging. Cultivating curiosity requires discipline. By training yourself to notice the extraordinary in the ordinary, you’ll find endless new ideas to bring to your business.

Empathy combined with curiosity fuels a distinct brand image. Nike’s Equality campaign during politically charged times, for instance, used emotional storytelling to address systemic injustice, drawing global admiration. Creative curiosity at Nike was also encouraged through field trips, like observing chefs at work, sparking inspiration for product design.

Examples

• Nike’s Equality campaign resonating with global audiences
• Diverse team members contributing fresh narratives
• Field trips to unconventional places, like restaurant kitchens

2. Dare to Take Risks to Stand Out

Success demands stepping outside your comfort zone. Calculated risks lead to groundbreaking transformations in your industry. Even as your business grows, stay bold and embrace experimentation to push boundaries continually.

Without risks, you’ll never achieve extraordinary results. Nike’s daring animated short, The Last Game, was a $100-million venture released during the 2014 FIFA World Cup. Despite concerns over runtime and production costs, the risk paid off, making Nike the most-viewed brand of the tournament. Risk-taking shows innovation and encourages exploration of uncharted territories.

Avoid complacency by championing a culture of bravery. Trying bold new ideas may seem daunting but often yields unprecedented rewards. Adopting this mindset keeps your brand relevant and exciting for customers.

Examples

• The five-minute Nike film, The Last Game, revolutionized sports branding.
• Small startups willing to innovate rapidly often disrupt established industries.
• Continually experimenting positions brands like Tesla as pioneers.

3. Define and Live Your Brand Identity

A clear and authentic identity makes your brand recognizable and relatable. Your values and purpose should permeate every aspect of your design, from logos to products, ensuring customers see a cohesive story.

Your brand identity needs to go beyond visuals; it’s about the emotions you evoke and the beliefs you stand for. Think of your identity as a signature that sets you apart. Michael Jordan’s Wings poster embodies Nike’s core message: greatness is achievable, inspiring customers to dream big.

To resonate deeply, embed your identity into products, advertisements, and designs. When customers emotionally associate with your brand, trust and loyalty quickly follow, forming lasting relationships.

Examples

• Nike’s logo represents movement and progress while being simple and iconic.
• The Wings poster aligns perfectly with Nike’s belief in human potential.
• A consistent theme across products fosters trust and customer loyalty.

4. Use the Power of Storytelling to Inspire

Stories connect us on an emotional level. They move people to take action, remember your brand, and share your message with others. For brands, storytelling is the ultimate tool to captivate customers’ attention.

Powerful stories resonate deeply, especially when tied to your mission. Nike’s Find Your Greatness campaign showed everyday athletes in towns called “London,” inspiring people worldwide to identify with greatness. In another campaign, the music of Elvis Presley remixed for modern audiences created an emotional link through nostalgia and innovation.

Diverse storytelling formats allow you to connect with people in creative ways. Video content, music, and emerging media platforms ensure your message reaches more people and lives on in their memories.

Examples

• Nike’s Find Your Greatness ad series during the 2012 Olympics
• Elvis Presley's remixed song in Nike’s football campaign
• Expanding content delivery to platforms like YouTube and Twitter

5. Avoid Trends: Be Authentic

Following trends for short-term popularity won’t build lasting loyalty. Authenticity stems from staying true to your mission and creating products with purpose, not to chase the latest craze.

When Nike launched the Air Force 1 in 1982, it didn’t rely on glitzy campaigns. The sneakers were made for basketball players, but their functionality and quality gave them iconic status over time. Decades later, the Air Force 1 continues to thrive due to its authenticity.

Consumers value brands that mean what they say and stand firm. Trust grows naturally when a brand chooses authenticity over seeking fleeting attention.

Examples

• Air Force 1 achieved cultural status without splashy marketing.
• Patagonia’s commitment to sustainability connects deeply with eco-conscious buyers.
• Apple's emphasis on design and user experience creates unwavering loyalty.

6. Focus on Purpose Over Features

Although it’s tempting to highlight every new feature, customers gravitate toward products that align with their aspirations or solve problems. Telling customers how your product helps them creates loyalty.

Nike emphasized purpose over features in the Apple Watch Nike+ campaign, showing how it motivated non-athletes to start running. Partnering with Kevin Hart made the campaign relatable and inspiring, sparking movement through storytelling rather than technical specs.

When your product promotes a greater purpose, people feel connected to its value. Focusing on human benefits over features fosters a deeper emotional commitment.

Examples

• Apple Watch Nike+ advertised for motivation, not specifications.
• Tesla’s mission to promote renewable energy surpasses mere vehicle features.
• Lush Cosmetics prioritizes ethical sourcing and sustainability over typical marketing.

7. Nurture Curiosity to Foster Creativity

By approaching every new experience with curiosity, you can draw inspiration from unexpected places. Curiosity keeps your creative ideas alive and adaptable in a fast-changing world.

Businesses should encourage curiosity by exploring various industries and taking notes. Creating visual journals for inspirational moments preserves ideas. Seeking inspiration wherever you travel fosters innovative thinking.

A curious mindset drives you to imagine possibilities beyond your industry’s norms, opening pathways to unique products and strategies.

Examples

• Nike’s creative team finds inspiration in food preparation processes.
• Picasso explored multiple disciplines, drawing ideas into his art.
• Visual journals serve as creative goldmines during brainstorming sessions.

8. Diversify Your Perspective to Build Empathy

A broader perspective comes from engaging with diverse communities and voices. Diverse representation unlocks new insights, improving your designs and storytelling.

Building an inclusive team adds real-world experiences that resonate widely. Nike’s roster of creators from varied backgrounds has helped them share meaningful messages across different cultures. Campaigns that cater to multiple audiences expand reach and influence.

Inclusivity in your team matters because unique life stories amplify creative outcomes. Diverse thinking fosters emotional connections between your brand and its audience.

Examples

• Nike’s Equality campaign addressed racial justice issues globally.
• Writing teams representing underrepresented voices create richer novels.
• Multilingual marketing appeals to broader consumer bases.

9. Consistently Invest in Long-Term Customer Relationships

Beyond products, building loyal customer relationships requires regular engagement and transparency. Long-term connections depend on emotional touchpoints.

Connection-focused brands like Nike or Disney serve as great models. Through immersive experiences and shared ideals, they ensure strong bonds with their audiences. Emotion reinforces not just purchases but advocacy throughout a customer’s lifecycle.

Brands with story-driven campaigns that resonate emotionally leave lasting impressions. Meaningful connections inspire passionate customer support and brand elevation.

Examples

• Nike inspires through campaigns about community and achievement.
• Disney centers on nostalgia, emotion, and immersive storytelling.
• Loyalty programs offering experiences rather than discounts build bonds.

Takeaways

1. Build your brand identity by capturing your mission in every design, product, and story you share.
2. Take risks and innovate boldly—even when success seems stable—to discover new ways of connecting with people.
3. Focus on emotional connections by prioritizing your product’s greater purpose and remaining authentic.