Build your brand on data and emotions.

Today’s world runs on Data and Emotions.

At our very core, humans are still governed by emotions. With the abundance of data available at our fingertips, a balancing act has begun to form in our minds. We may feel a certain way about a product, service, or company, but we need to convince ourselves that what we feel is real. Our emotions need to be validated. That validation can only happen with data. It could be a quick google search, or a phone call to a friend asking for an opinion.

How do we create a brand strategy around this?

It can take years to build a brand, but it can be torn down in days. Brand strategy needs to focus very specifically on these questions:

• What are we doing?

• Who are we doing it for?

After these two questions are answered, throw the third question into the mix. Why.

• Why are we doing what we are doing?

• Why are we doing it for them?

When addressing customers, strengthen the what and the who with data. Use emotions to tell them your why.

Combine them to identify patterns and speak to your audience. Keep it simple and keep it true. This builds trust.