Brand Decisions: Rational, Emotional, or Both?

brand decisions

Brand decisions come down to neuroscience?

Neuroscience is telling us that every “rational” decision is surrounded and influenced by emotions. So what does that mean for brands? Brand decisions are neither rational or emotional – they are invariably both.

But how do you work with an insight like this?

How do you bring an emotional dimension to your brand, especially if today it is emotionally neutral?

How do you change the behavior of your brand – and the people behind it – so that every interaction is either striking, or responding to, a relevant emotional chord?

How do you do this in a way that isn’t seen as exploitative, self-serving and mercenary?

How do you recognize the emotional power of what your brand can represent, without wearing these emotions “on your sleeve”?

Rational to Emotional

How do you shift your tried-and-true rational sales arguments so that they make both the necessary points, and evoke the feelings that lie behind them?

The tools you need to balance, massage and optimize the rational and emotional are the end result of the emotive branding process.

This unique approach to brand strategy doesn’t stop with the usual “we stand for X” platform. Rather, emotive branding carries on to include the “how we will all come together to stand for a meaningful X”. It delivers practical tools that show people across your brand how to deconstruct what they currently do, and rebuild it with an emotional intent.

In today’s competitive world, emotion is the secret sauce of many of the world’s most successful brands. It can help your brand become more appealing, differentiated and loved, once you recognize its power.

We’ve just published a new white paper, Transforming your brand into an emotive brand”that will take you through the emotive branding process of transformation. This is a process that elevates your brand by focusing it on a meaningful purpose and introducing behavior that forges strong emotional connections. It is a process that brings together the emotional and rational in ways that lead to solid business results. We believe it will make it easier for people to make better brand decisions.

Download White Paper


For further reading on emotive branding: Emotive brands truly understand the people they touch

Emotive Brand is a brand strategy consulting firm.

Image by Dewayne Smith

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