Brand Lab

It's a buzz word with power and to be honest since the dawn of product and brands it's been around and your business, service or product is a brand. If you accept money... You are a brand.

I can nerd out for days, weeks and months on branding and what makes a brand soar and causes others to shrivel up and die. The common thread between them in the aesthetic and the emotional story. Our first sense we use from the second we are born is felt externally and internally. We are HARDWIRED to use this sense above all of them. I have read hundreds of articles and books on Hellen Keller and when asked 'why' I always come back with how someone blind, deaf and mute can become known in the pages of history as one of the greatest story tellers based on the one sense she had and knew we all had. Her quote "The best and most beautiful things in the world cannot be seen or even touched - - they must be felt with the heart.

We live in two worlds, one dominated by automation, algorithms and digital consumption and the other in emotional connection, and experiences. A brand that connects through relationships, experience, memory what Pauline Brown calls REM. I highly recommend the The Future of Aesthetics 2022 Podcast and her book Aesthetic Intelligence.

Big business hold 'Brand Labs' to get the vibe, color, code of the brand and you do this for your business.

Disney is a billion dollar company and all they do is tell stories that we feel.

Apple is a billion dollar company with a device that helps us create connections.

Nike is a billion dollar company connecting us through that empowering feeling..

Oprah used this on everyone of her guests she had on the show and her legacy is all about the way you make people feel  https://youtu.be/jJXUWnw9ag4

It is so important and I can't stress this enough when we work with a business or product. We start with asking what are your 5 touches/feelings? These can be numerous from your listing on Amazon, website, social media to packaging. How do you continue the touch and impact after your client has purchased your product or service? Why should you... Do you want to dominate your market? Are you ok with being average? Is your idea, service, product average?  In the Brand Lab we ask our clients how I can continue to impact my customer? How can I get my customers to share and touch others with my product or service?  

Organic reach is still your most affordable way to market and things can go viral just off an organic search. Just ask those TikTok stars. Listen back before we had the internet we bought things based on what others around us wore or liked right. Truth! And now your circle of friends is as large as you want and best practice is leveraging touch through social media, websites and any other platform you use to sell.

We as humans will gravitate towards brands that address touch in the marketing message.

Sustainable is another buzzword that gen z and millennials will get behind and support. The deep attraction to support sustainable brands will continue to grow and some say at an astounding rate. Take a closer look at the fashion industry and heavy hitters like Stella Mccartney unleathering. Athletic companies using recycled plastic to make shoes, glasses and watch bands and the beauty of imperfection will only grow.

The effect on the human races is centering around touch and it will continue. From high tech to plant base the twist wont venture far from touch and the feeling the brand has. Again we are hardwired for connection and when you look at the billions that use social media we can't help but see the same message on loop. 

Your legacy is every life you touch!

Brand well. Brand Smart. Brand with Emotion.

For a deeper dive check out https://www.leadingauthorities.com/speakers/video/power-aesthetic-intelligence-pauline-brown